Internet keyword advertising and consumer search intentions: The mediating effects of advertising attitude and keyword perception

Abstract

The applications of the Internet have grown so rapidly that it has already replaced magazines, radio and newspapers and become the largest media after TV. The emergence of keyword advertising has grown fastest in the online advertising market, and is considered the most promising new market. This study examines the relationship between Internet consumers and keyword search intentions focusing on Internet users and using the Partial Least Squares method. The study results indicate that advertising involvement, cognition and value positively influence keyword attitude and perception. Moreover, advertising attitude and perception in turn positively influence keyword search intentions. In the meantime, they also have complete mediation.