Forming positive advertising and product attitude: the role of product involvement Online publication date: Tue, 30-Sep-2014
by Edward Shih-Tse Wang
International Journal of Technology Marketing (IJTMKT), Vol. 6, No. 3, 2011
Abstract: This study examines the impact of product involvement and the attitude of consumers on the perceptions of technology products that are advertised online. The study focuses on how product involvement and the online advertising attitudes of consumers form the perceived advertised product quality and value of technology products. The influences of product involvement on the contribution and product evaluation by audiences were examined by using survey data from 322 university students in Taiwan. The results indicate that product involvement significantly influences the online advertising attitudes of consumers and their perceived value of the advertised product. The results also reveal that consumer attitude towards advertising impacts the rating of product quality evaluations. An understanding of how consumer product involvement and advertising attitudes lead to perceived advertised product quality and value assists online marketers in creating effective advertising plans.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Technology Marketing (IJTMKT):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook