DocumentCode :
3289472
Title :
Understanding the Influences of Consumers´ Mood States Induced by Web Page Content on Advertisement Effectiveness to Improve Internet Advertising Services
Author :
Huang, Shiu-Li ; Chen, Szu-Chen
Author_Institution :
Nat. Taipei Univ., Taipei, Taiwan
fYear :
2012
fDate :
4-7 Jan. 2012
Firstpage :
1542
Lastpage :
1551
Abstract :
Customers´ mood states influence the advertisement effectiveness on traditional media. This research investigates the influences of customers´ mood states elicited by web page content on the effectiveness of web advertisements. We hypothesize that customers in induced-content-induced positive mood would have better recall and attitude, higher purchase intention, and more clicks on the online advertisement than those in negative mood. The moderating effects of advertisement types, product types, carefulness of reading ad, and product involvement are explored. A laboratory experiment and a follow-up investigation were conducted for testing the hypotheses. The results show that mood states elicited by web page content do affect the effectiveness of banner ads. The effects are also moderated by advertisement types, product types, involvement, and carefulness. Accordingly, guidelines for Internet advertising service providers and advertisers are provided.
Keywords :
Internet; advertising; consumer behaviour; Internet advertising services; Web advertisements; Web page content; advertisement effectiveness; advertisement types; consumers mood states; online advertisement; product types; Advertising; Internet; Laboratories; Media; Mood; TV; Web pages;
fLanguage :
English
Publisher :
ieee
Conference_Titel :
System Science (HICSS), 2012 45th Hawaii International Conference on
Conference_Location :
Maui, HI
ISSN :
1530-1605
Print_ISBN :
978-1-4577-1925-7
Electronic_ISBN :
1530-1605
Type :
conf
DOI :
10.1109/HICSS.2012.619
Filename :
6149071
Link To Document :
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