The Synesthesia effects of Online Advertising StimulusDesign on Word-of-Mouth and Purchase Intention: From the Perspectiveof Consumer Olfactory and Gustatory
學年 105
學期 1
發表日期 2016-08-11
作品名稱 The Synesthesia effects of Online Advertising StimulusDesign on Word-of-Mouth and Purchase Intention: From the Perspectiveof Consumer Olfactory and Gustatory
作品名稱（其他語言）
著者 Wu, Ya-Ling; Chen, Pei-Chun
作品所屬單位
出版者
會議名稱 the 22th Americas Conference on Information Systems 2016
會議地點 San Diego, USA
摘要 Multisensory marketing has been seen as an approach improving advertising effect in the social science, neuroscience, and marketing literature. For examining visual/audio synesthesia, the effect of smelling and tasting an online product, this study first developed design elements of digital video advertising: rational/emotional appeals and fast/slow tempo. Moreover, it strives to investigate empirically the effects of various online advertisement contexts on consumer emotion, attitude, and behavioral intention. We used event-related potentials (ERPs) in a scenario-based laboratory experiments. Data collected from 166 customers provide strong support for the research model. Through EEG and SEM analyses, in rational advertisings, consumers’ olfactory was triggered and both arousal and pleasure of the emotions affected the attitudes; in emotional advertisings, not only olfactory but gustatory were triggered and only pleasure affected the attitudes. By understanding online advertising design and synesthesia, insights from the findings can benefit designers and marketers in implementing more effective marketing strategies.
關鍵字
語言 en_US
收錄於
會議性質 國際
校內研討會地點 無
研討會時間 20160811~20160814
通訊作者
國別 USA
公開徵稿
出版型式
出處 Proceedings of the 22th Americas Conference on Information Systems 2016
相關連結

機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/107578 )