Journal of Accounting, Finance & Management Strategy





Volume 11, Number 2, December 2016

How Advertising Types of E-Commerce Websites Influence Effectiveness of Advertising?


This study investigated the differences of advertising effects on consumers, as caused by the use of different advertising models and level of involvement by online shopping websites. The variables of this study architecture advertising types, consumer involvement, a total of two independent variables to explore individual and various combinations of advertising performance. There are in total 336 effective questionnaires in the research. This study found that, the compound advertising model has significant influence on cognitive response, affective response, and behavioral intention response of advertising effect. It has significant influence on consumers with both high and low levels of involvement. Moreover, the advertising effect of the compound advertising model also affects consumers with low levels of involvement; the advertising effect on consumers with low levels of involvement is higher than that on those with high levels of involvement through the single advertising model.

Keywords: E-commerce Websites, Advertising Effectiveness, Advertising Model, Consumer Involvement

JEL Classification: M30, L81