The effect of web advertising visual design on online purchase intention: An examination across gender

作者：

Highlights：

• A model of the effects of web advertising visual design (WAVD) is proposed.

• Structural equation model (SEM) is adopted to test the model.

• WAVD positively influences online purchase intention via attitudinal effects.

• Gender moderates the effect of WAVD on consumers' attitudes and purchase intention.

摘要

•A model of the effects of web advertising visual design (WAVD) is proposed.•Structural equation model (SEM) is adopted to test the model.•WAVD positively influences online purchase intention via attitudinal effects.•Gender moderates the effect of WAVD on consumers' attitudes and purchase intention.

论文关键词：Web advertising,Advertising attitudes,Brand attitudes,Purchase intention,Gender differences

论文评审过程：Received 18 November 2015, Revised 11 February 2016, Accepted 18 February 2016, Available online 12 March 2016, Version of Record 12 March 2016.

论文官网地址：https://doi.org/10.1016/j.chb.2016.02.090