Title: Forming positive advertising and product attitude: the role of product involvement

Authors: Edward Shih-Tse Wang

Addresses: Graduate Institute of Bio-Industry Management, National Chung Hsing University, 250 Kuo Kuang Rd., Taichung 40227, Taiwan

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.

Keywords: product involvement; advertising attitudes; perceived quality; perceived value; technology products; online advertising; internet advertising; product value; product quality; Taiwan; consumer attitudes.

DOI: 10.1504/IJTMKT.2011.043781

International Journal of Technology Marketing, 2011 Vol.6 No.3, pp.259 - 271

Received: 11 Jun 2011
Accepted: 09 Aug 2011

Published online: 30 Sep 2014 *

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