Title: The effect of online video advertising design on online shopping goals: an experiment based on gender (case study: DigiKala Company)

Authors: Morteza Moharrami; Faramarz Tahmasebi

Addresses: Department of Management Marketing, Islamic Azad University, Zanjan Branch, Zanjan, Iran ' Department of Economics, Payame Noor University (PNU), Iran

Abstract: The present study is aimed at studying the effect of online video advertising design on online shopping goals (an experiment based on gender) in DigiKala Company. The method applied in this study is descriptive survey method. Statistical population in this study consists of all customers of DigiKala Company. Sample size was determined to 384 people using Cochran formula and sampling method in this study is simple random sampling. The data used in this study was collected using library and field methods and the instrument used in this study is questionnaire. Reliability of questionnaire was obtained to 0.894 using Cronbach's alpha and validity of the questionnaire was confirmed using content and construct validity. The data analysis was done using Lisrel software and using statistical tests and descriptive and inferential statistics. The results obtained from this study showed that visual designation of web advertisements can have positive and significant effect on attitude to advertisements, attitude to brand and customer intention for online shopping. Moreover, the effect of attitude towards web ads on customer intention for online shopping is positive. Moreover, attitude towards brand can have positive effect on customer intention for online shopping.

Keywords: online video advertising design; attitude to advertisements; attitude to brand; customer intention for online shopping; DigiKala.

DOI: 10.1504/IJIMA.2019.099516

International Journal of Internet Marketing and Advertising, 2019 Vol.13 No.2, pp.183 - 196

Received: 20 Mar 2018
Accepted: 05 May 2018
Published online: 07 May 2019 *

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