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ABSTRACT
This article examines the role of product/brand type on Web site previsit intentions by framing Web site visits according to the theory of planned behavior and applying the Rossiter-Percy grid to online advertising planning. The results show that Web site previsit intentions differ among the four different product types (low vs. high involvement × informational vs. transformational). Specifically, previsit intentions are higher for high involvement than for low involvement and for transformational than for informational products. When a Web site visit occurs in certain circumstances, previsit intentions relate positively to attitude toward the site, which partially mediates brand attitude changes for low involvement products and fully mediates them for high involvement products. The author discusses implications for online advertising planning and suggests some future research directions.
Additional information
Guohua Wu (Ph.D., University of Texas at Austin) is an Assistant Professor of Communications at California State University, Fullerton. His research interests focus on examining the relationships among users’ perceived interactivity in a computer-mediated environment, attitude and trust formation. His articles have appeared in International Journal of Advertising, Journal of Consumer Marketing, Journal of Interactive Advertising, Journal of Current Issues and Research in Advertising, and Journal of Computer-mediated Communication.
Note: The author gratefully acknowledges Yuping Liu’s valuable insights on the earlier version of this article.