@inproceedings{f6de68541fe240df9267fcf434570d55,
title = "The effect of web advertising visual design on online purchase intention: Insights on generations Y and Z",
abstract = "Web advertising is a fast-growing industry in which brands fight for the attention of the most attractive consumers: Millennials and Centennials. This study aims to test the impact of Web Advertising Visual Design (WAVD) on the consumers{\textquoteright} Online Purchase Intention (OPI) and, simultaneously, analyze if such influence differs across those generations. Participants (N = 318) filled in an online questionnaire. Data revealed a direct impact of visual design on consumers{\textquoteright} OPI as well as an indirect impact via Attitude Toward the Brand (ATB). Moreover, results showed that generations Y and Z do not differ significantly in their intentions, although Centennials exhibit a higher coefficient for the influence of WAVD on OPI. Regarding the theoretical implications, the results tend to confirm the Theory of Visual Rhetoric and partially confirm the Theory of Reasoned Action. Managerial implications and research limitations are also discussed.",
keywords = "Brand attitude, Generation Y, Generation Z, Online Purchase Intention, Visual design, Web advertising",
author = "Martinez, {Luisa M.} and Neves, {Teresa V.} and Martinez, {Luis F.}",
note = "Funding Information: This work was funded by Funda??o para a Ci?ncia e a Tecnologia (UID/ECO/00124/2013, UID/ECO/00124/2019 and Social Sciences DataLab, LISBOA-01-0145-FEDER-022209), POR Lisboa (LISBOA-01-0145-FEDER-007722, LISBOA-01-0145-FEDER-022209) and POR Norte (LISBOA-01-0145-FEDER-022209). The authors declare that they have no conflict of interest. All procedures performed in studies involving human participants were in accordance with the ethical standards of the institutional and/or national research committee and with the 1964 Helsinki declaration and its later amendments or comparable ethical standards. Informed consent was obtained from all individual participants included in the study. Publisher Copyright: {\textcopyright} 2020, The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG.; 1st Digital Marketing and eCommerce Conference, DMeC 2020 ; Conference date: 25-06-2020 Through 26-06-2020",
year = "2020",
doi = "10.1007/978-3-030-47595-6_17",
language = "English",
isbn = "9783030475949",
series = "Springer Proceedings in Business and Economics",
publisher = "Springer Science and Business Media B.V.",
pages = "130--140",
editor = "Mart{\'i}nez-L{\'o}pez, {Francisco J.} and Steven D{\textquoteright}Alessandro",
booktitle = "Advances in Digital Marketing and eCommerce - 1st International Conference, 2020",
address = "Germany",
}