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The Effect of Advertising's Interactivity on Korean and Chinese Consumer Attitude toward Advertising
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 Title & Authors
The Effect of Advertising's Interactivity on Korean and Chinese Consumer Attitude toward Advertising
Ma, SiFan; Cho, SeungHo;
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This study explores the effects of advertising's interactivity on consumers' attitude, brand awareness, intention of word-of-mouth and purchase intention through a comparison between high interactive advertising and low interactive advertising. Experiment was carried out with two factorial design using high and low interactive advertising messages and two different countries. The respondents were 120 Korean and 120 Two hundreds forty valid questionnaires were collected. According to the research results, the brand awareness and attitude of high interactive advertising is much higher than the low one to the consumers of Korean and Chinese. The consumers of Korean and Chinese who were exposed to high interactive advertising have high intention to word-of-mouth in high interactive advertising. Korean and Chinese consumers also have high intention to purchase when they watch the high interactive advertising. Between two countries, Chinese consumers have higher intention to purchase than Korean consumers.
Interactivity;Advertising;Attitude;Brand Recognition;Word-of-Mouth;Purchase Intention;
 Cited by
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