The Effects of Visual Information on Baking Course Advertisements - An Empirical Study of Taiwan

Hao Chang () and Yu-Hua Christine Sun ()
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Hao Chang: National Taiwan Normal University
Yu-Hua Christine Sun: National Taiwan Normal University

No 5808061, Proceedings of International Academic Conferences from International Institute of Social and Economic Sciences

Abstract: Purpose ? The purpose of this research is to investigate the influence of visual information such as a baking product photo vs a product in action photo on consumers? perceived value and purchase intention.Design/methodology/approach ? This between-subjects design experiment tested the effects of visual information in baking course advertisements and the mediating role of consumers? perceived value. A questionnaire providing a baking course advertisement was implemented to collect responses from the participants.Findings ? This research shows that visual information plays a significant role in baking course advertisements. The results indicated a baking product photo was more persuasive than a product in action photo on consumers? purchase intention. The relationship between visual information and purchase intention is fully mediated by consumers? perceived value. Originality/value ? Advertisement effect has been an issue of great concern to marketers. Therefore, designing a message that can enhance consumers? perceived value and purchase intention is an important task. According to the results above, we suggest marketers use a baking product photo that not only enhance the effect of advertisements, but also increase consumers? perceived value and purchase intention.

Keywords: Visual information; Advertisement Effect; Perceived Value; Purchase Intention (search for similar items in EconPapers)
Pages: 1 page
Date: 2017-10
New Economics Papers: this item is included in nep-exp
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Published in Proceedings of the Proceedings of the 33rd International Academic Conference, Vienna, Oct 2017, pages 57-57

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