A Preliminary Structural Equation Model of Comprehension and Persuasion of Interactive Advertising Brand Web Sites

Wendy Macias

108 citations0/0 files storedJournal of Interactive Advertising

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Digital Marketing and Social Media Marketing and Advertising Strategies Consumer Behavior and Marketing Influence

Abstract

The main goal of this study was to build a preliminary structural equation model to better understand the relationships between interactivity, comprehension, and persuasion. The limited capacity processing model provided theoretical framework. A two-cell (interactivity: low/high) experimental design was used to examine how the level of interactivity in interactive advertisements influences comprehension and attitudes. The sample consisted of 153 subjects. The structural equation model supported the idea that interactivity is an important and direct factor in both the consumer’s comprehension of interactive advertising and the persuasive outcomes (attitudes and purchase intention). In addition, comprehension had a direct, positive influence on persuasive outcomes. Limitations and directions for future research are discussed.

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1999Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives 1989Structural Equations with Latent Variables 1991Structural Equations with Latent Variables.1994Testing Structural Equation Models.2025Advances in Consumer Research 1989EQS : structural equations program manual 1973A Reliability Coefficient for Maximum Likelihood Factor Analysis 1989LISREL 7 : user's reference guide

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