Influence of Web Advertising Strategies, Consumer Goal-Directedness, and Consumer Involvement on Web Advertising Effectiveness

Kai Wang, Eric T.G. Wang, and Cheng-Kiang Farn
International Journal of Electronic Commerce,
Volume 13, Number 4, Summer 2009, pp. 67.

Abstract: Determining the best way to utilize on-line media for advertising purposes is a critical question. This research, based on the Elaboration Likelihood Model (ELM), incorporates consumer goal-directedness and involvement as moderators influencing when a particular advertising strategy (i.e., variation strategy vs. appeal strategy) will be appropriate for Web advertisements. The results of a laboratory experiment supported the use of ELM in the Web environment and showed how advertising strategies should be designed and implemented in accordance with consumer goal-directedness and involvement to achieve Web advertising effectiveness. The results demonstrated the uniqueness of the Web media and the importance of goal-directedness and consumer involvement in the Web advertising context.

Key Words and Phrases: Appeal strategy, consumers’ involvement, Elaboration Likelihood Model, goal-directedness, variation strategy, Web advertising.