The effect of web advertising visual design on online purchase intention: Insights on generations Y and Z

Luisa M. Martinez, Teresa V. Neves, Luis F. Martinez

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

1 Citation (Scopus)

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’ 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’ 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.

Original languageEnglish
Title of host publicationAdvances in Digital Marketing and eCommerce - 1st International Conference, 2020
EditorsFrancisco J. Martínez-López, Steven D’Alessandro
PublisherSpringer Science and Business Media B.V.
Pages130-140
Number of pages11
ISBN (Print)9783030475949
DOIs
Publication statusPublished - 2020
Event1st Digital Marketing and eCommerce Conference, DMeC 2020 - Barcelona, Spain
Duration: 25 Jun 202026 Jun 2020

Publication series

NameSpringer Proceedings in Business and Economics
ISSN (Print)2198-7246
ISSN (Electronic)2198-7254

Conference

Conference1st Digital Marketing and eCommerce Conference, DMeC 2020
Country/TerritorySpain
CityBarcelona
Period25/06/2026/06/20

Keywords

  • Brand attitude
  • Generation Y
  • Generation Z
  • Online Purchase Intention
  • Visual design
  • Web advertising

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