Understanding online purchase intention: the mediating role of attitude towards advertising

Figures & data

Table 1. Demographic characteristics

Demographic profile		Frequency (N = 477)	Percent (%)
Gender	Male	226	47.4
	Female	251	52.6
Generation	Z Generation	295	61.8
	Before Z Generation	182	38.2
Period of use	Less than 1 year	9	1.9
	1–3 years	141	29.6
	3–5 years	198	41.5
	More than 5 years	129	27.0
Hours of use (per day)	Less than 1 hour	8	1.7
	1–3 hours	175	36.7
	3–5 hours	169	35.4
	More than 5 hours	125	26.2

Table 2. Constructs with items and reliability and validity

Constructs	SFL	Alpha	CR	AVE
Purchase intention PI (adopted from Alalwan, 2018)
I will buy products that are advertised on Facebook	0.803	0.877	0.877	0.642
I desire to buy products that are promoted on advertisements on Facebook	0.791
I am likely to buy products that are promoted on Facebook	0.803
I plan to purchase products that are promoted on Facebook	0.807
Attitude towards advertising ATT (adopted from M.A. Shareef et al., 2018)
I like to receive product information on my Facebook	0.669	0.835	0.836	0.505
I like to view product information on my Facebook	0.726
I collect product related information from my peers on Facebook	0.727
I prefer promotional marketing on Facebook	0.690
I am interested to communicate any message related to product information with my Facebook network members	0.738
Personalization EMP* (adopted from Campbell & Wright 2008)
The advertisements on Facebook were useless to me.	0.693	0.814	0.817	0.600
The advertisements on Facebook were irrelevant to me.	0.767
The advertisements on Facebook are not personally important to me.	0.855
Interactivity ITR (adopted from Campbell & Wright 2008)
The advertisements on Facebook allow me to interact with it to receive tailored information.	0.826	0.865	0.866	0.683
The advertisements on Facebook have interactive features, which help me accomplish my task.	0.862
I can interact with the advertisements on Facebook in order to get information tailored to my specific needs.	0.789
Entertainment EN (adopted from Lee et al., 2017)
Facebook advertisements are entertaining	0.863	0.887	0.888	0.725
Facebook advertising is enjoyable	0.815
Facebook advertisements are pleasing	0.874
Irritation IRR (adopted from Lee et al., 2017)
Facebook advertising is irritating	0.724	0.778	0.779	0.540
Facebook advertisements insult people’s intelligence	0.745
There is too much Facebook advertising	0.735
Informativeness INF (adopted from Mahmoud, 2014)
Facebook advertising is a good source of product information	0.770	0.840	0.840	0.568
Facebook advertising provides timely information	0.763
Facebook advertising provides meaningful information about the product use of other consumers	0.735
Facebook advertising provides useful information about new products	0.748
Privacy concerns PC* (adopted from C. Lin & Kim, 2016)
I feel secure about providing sensitive information to the Facebook site	0.749	0.866	0.866	0.565
I feel secure about keeping personal details private on one’s Facebook pages	0.785
I feel secure about posting personal information on one’s Facebook pages	0.784
I feel secure about posting personal information on friends’ Facebook pages;	0.730
I feel secure about texting personal information via Facebook Message service	0.708
Credibility CRE (adopted from Yang et al., 2013)
Facebook advertising (information) is credible	0.828	0.834	0.834	0.627
I believe that Facebook advertising is a good reference for purchasing products	0.777
I trust Facebook advertising	0.769

Note: *: Items are transformed into a reverse scale

Table 3. Results of test for discriminant validity

	INF	PC	CRE	IRR	ITR	EMP	EN	ATT	PI
INF	0.754
PC	−0.350	0.752
CRE	0.378	−0.323	0.792
IRR	−0.148	0.112	−0.127	0.735
ITR	0.202	−0.169	0.113	−0.053	0.826
EMP	0.171	−0.140	0.100	−0.037	0.081	0.774
EN	0.189	−0.120	0.110	−0.058	0.084	0.136	0.851
ATT	0.194	−0.191	0.165	−0.068	0.078	0.059	0.076	0.711
PI	0.509	−0.470	0.461	−0.185	0.255	0.219	0.238	0.247	0.801

Note: The bold diagonal elements are the square root of the variance shared between the constructs and their measures; off diagonal elements are the correlations among constructs

Figure 1. Structural model test results.

Table 4. Results of estimate model

	Path		Estimate	P	Hypothesis	Results
EMP	→	ATT	−0.017	0.717	H1	Not Supported
EMP	→	PI	0.146	0.000	H2	Supported
EN	→	ATT	0.033	0.469	H3	Not Supported
EN	→	PI	0.135	0.000	H4	Supported
ITR	→	ATT	0.054	0.238	H5	Not Supported
ITR	→	EN	0.102	0.049	H6	Supported
IRR	→	ATT	−0.269	0.000	H7	Supported
INF	→	ATT	0.401	0.000	H8	Supported
PC	→	ATT	−0.451	0.000	H9	Supported
CRE	→	ATT	0.024	0.692	H10	Not Supported
PC	→	CRE	−0.564	0.000	H11	Supported
CRE	→	PI	0.448	0.000	H12	Supported
ATT		PI	0.543	0.000	H13	Supported

Note: *Significant at 10% level; **Significant at 5% level; ***Significant at 1% level; n.s: n non significant

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