The Effect of Advertising Attributes on Advertising Attitude and Purchase Intention: Comparison of Virtual Advertising and General TV

Abstract

Background/Objectives :The purpose of this study is to analyze the structural relationship among advertising attributes, advertisement attitude and purchase intention and the difference in effect in professional baseball broadcasting between virtual advertisement and the general TV advertisement.
Methods/Statistical analysis: The statistical method for data processing was conducted for analysis of Cronbach's α using SPSS 23, AMOS 18.0 was used for confirmatory factor analysis, correlation analysis, structural equation model analysis.
Findings: Results of the study suggest that between virtual advertising and general TV advertising during professional baseball broadcasts, there are differences in advertising attributes which effect advertising attitudes for each respective advertisement, ultimately affecting purchase intentions.
Improvements/Applications: Compared to general TV advertising, the entertainment attribute of virtual advertising is very critical in the forming of advertising attitude.