How Advertising Affects: A Study of the Chinese E-market

The major objective of this study is to explore the general attitudes and beliefs of the Chinese public toward web advertisement strategies with or without celebrity, richness of information and price consciousness relievers. We selected the China online e-market because it is ”one of the most rapidly growing markets” in the world (Anderson & Barton, 1992; Wu & Deng, 2002). Following a description of the China online e-market, we build our conceptual framework by combining the online advertisement literature with celebrity richness in information, price consciousness reliever and perceived risk literature. We collected student data from five universities in GuangZhou, Shenzhen, Wuhan, Shanghai, and Nanjing cities and found both their main and interactive effects. Interestingly we found: (1) Considering consumers' perceived risks of online shopping, ads with celebrity, richness in information and price consciousness relievers, such as money-back guarantees, do relieve their purchase risks and induce consumers' purchase intention. (2) Richness in information does not have a positive effect on the ads with celebrities exerting on risk perception-that is, consumers are already significantly convinced by the message conveyed by the ads with celebrities. (3) Considering consumers' perceived risks of online shopping, ads offering money-back guarantees have a positive interactive effect with the degree of richness in information. (4) It seems that Chinese respondents perceive that the risk is not low, which is also different from other previous studies. We discuss our results in the light of the implications for e-marketers management of websites in China. Different types of risk relievers are also included in this survey.

並列關鍵字

purchase risk ； information searching ； price consciousness reliever ； ads with celebrity

國際替代計量

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