Chien-Hsing Wu
ABSTRACT
This paper presents a study that empirically examine a research model that describes click behavior of online advertisements (ad) posted in the online community. The effect of design types of online ad is compared that considers video and picture ad for the same product from the same company. Moreover, emotion that is evoked by the ad is tested for the alternation power of effect of design type on click attitude after browsing the ads. Based on the data analysis of 154 valid samples for video type ad and 177 for the picture ad from Mongolia, the main research findings are as follows: (1) Both video and picture types of design of ad are highly associated with click attitude, (2) Both types of ads are significantly related to emotion evoked, (3) Mediation effect of emotion is confirmed partially significant in the video type whereas insignificant in the picture one, mainly because of the strength of emotion induced. Discussion and implications are also addressed.
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