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The effect of web advertising visual design on online purchase intention: an examination across generations Y And Z
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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 on the consumers’ Online Purchase Intention and, simultaneously, analyze if such influence differs across those generations. Eight hypotheses were stipulated and tested with data from 318 individuals, collected through a questionnaire. A Structural Equation Model was constructed and, while Shaouf, Lü, and Li (2016) have established only an indirect impact on the willingness to buy, through advertising and brand attitudes, this model’s results found a visual design’s direct influence on consumer’s online purchase intention. Furthermore, and contrasting with previous findings, its indirect effect was only relevant through Attitude Toward Brand. Regarding generational differences, this study did not establish a significant disparity in intentions, which can be relevant to help perfect managerial approaches to these segments.
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Web advertising Visual design Online purchase intention Brand attitude Generation Y Generation Z