The Effect of Web Advertising Visual Design on Online Purchase Intention: Insights on Generations Y and Z

Luisa M. Martinez (), Teresa V. Neves () and Luis F. Martinez ()
Additional contact information
Luisa M. Martinez: IPAM Lisboa and UNIDCOM/IADE, Universidade Europeia
Teresa V. Neves: Universidade Nova de Lisboa
Luis F. Martinez: Universidade Nova de Lisboa

A chapter in Advances in Digital Marketing and eCommerce, 2020, pp 130-140 from Springer

Abstract: Abstract Web advertising is a fast-growing industry in which brands fight for the attention of the most attractive consumers: Millennials and Centennials. This study aims to test the impact of Web Advertising Visual Design (WAVD) on the consumers’ Online Purchase Intention (OPI) and, simultaneously, analyze if such influence differs across those generations. Participants (N = 318) filled in an online questionnaire. Data revealed a direct impact of visual design on consumers’ OPI as well as an indirect impact via Attitude Toward the Brand (ATB). Moreover, results showed that generations Y and Z do not differ significantly in their intentions, although Centennials exhibit a higher coefficient for the influence of WAVD on OPI. Regarding the theoretical implications, the results tend to confirm the Theory of Visual Rhetoric and partially confirm the Theory of Reasoned Action. Managerial implications and research limitations are also discussed.

Keywords: Web advertising; Visual design; Online Purchase Intention; Brand attitude; Generation Y; Generation Z (search for similar items in EconPapers)
Date: 2020
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-47595-6_17

Ordering information: This item can be ordered from
http://www.springer.com/9783030475956

DOI: 10.1007/978-3-030-47595-6_17

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().