A Preliminary Structural Equation Model of Comprehension and Persuasion of Interactive Advertising Brand Web Sites

Abstract

The main goal of this study was to build a preliminary structural equation model to better understand the relationships between interactivity, comprehension, and persuasion. The limited capacity processing model provided theoretical framework. A two-cell (interactivity: low/high) experimental design was used to examine how the level of interactivity in interactive advertisements influences comprehension and attitudes. The sample consisted of 153 subjects. The structural equation model supported the idea that interactivity is an important and direct factor in both the consumer’s comprehension of interactive advertising and the persuasive outcomes (attitudes and purchase intention). In addition, comprehension had a direct, positive influence on persuasive outcomes. Limitations and directions for future research are discussed.