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Marketing and Advertising: Trends of the Sector Read chapter Read first chapter

2020 | OriginalPaper | Chapter

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

Authors : Luisa M. Martinez, Teresa V. Neves, Luis F. Martinez

Published in: Advances in Digital Marketing and eCommerce

Publisher: Springer International Publishing

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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.

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previous chapter Extension of META-UTAUT for Examining Consumer Adoption of Social Commerce: Towards a Conceptual Model
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Metadata
Title
The Effect of Web Advertising Visual Design on Online Purchase Intention: Insights on Generations Y and Z
Authors
Luisa M. Martinez
Teresa V. Neves
Luis F. Martinez
Copyright Year
2020
Book
Advances in Digital Marketing and eCommerce

Print ISBN: 978-3-030-47594-9

Electronic ISBN: 978-3-030-47595-6

Copyright Year: 2020

DOI
https://doi.org/10.1007/978-3-030-47595-6_17