Structural effects of cognitive and affective reponses to web advertisements, website and brand attitudes, and purchase intentions: The case of casual-dining restaurants

被引：79

作者：

Hwang, Johye ^{[1
]}

Yoon, Yoo-Shik ^{[1
]}

Park, No-Hyeun ^{[2
]}

机构：

[1] Kyung Hee Univ, Coll Hotel & Tourism Management, Seoul 130701, South Korea

[2] Sejong Univ, Dept E Digital Informat Business, Seoul, South Korea

来源：

INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT | 2011年 / 30卷 / 04期

关键词：

Website advertising; Cognitive response; Affective response; Website attitudes; Brand attitudes; Purchase intentions; Structural equation modeling; WORD-OF-MOUTH; SERVICE QUALITY; TOURISM MANAGEMENT; AD; INTERNET; IMPACT; INTERACTIVITY; SATISFACTION; ANTECEDENTS; INFORMATION;

D O I：

10.1016/j.ijhm.2011.01.011

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This study investigates the structural relationships among responses to website advertisements, website attitudes, brand attitudes, and purchase intentions in the case of web advertisements for casual-dining restaurants. Responses toward advertising (Rad) factors were categorized as cognitive responses and affective responses. The SEM model in LISREL was used to examine the interrelationships among the proposed hypothesized constructs. Several empirical results were obtained. First, Rad had a positive effect on website attitudes. Second, website attitudes had a positive effect on brand attitudes. Third, brand attitudes had a positive effect on purchase intentions. Finally, some discussion and implications of the study are provided. (C) 2011 Elsevier Ltd. All rights reserved.

引用

页码：897 / 907

页数：11