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The Effects of Visual Information on Baking Course Advertisements - An Empirical Study of Taiwan

Author

Listed:
  • Hao Chang

    (National Taiwan Normal University)

  • Yu-Hua Christine Sun

    (National Taiwan Normal University)

Abstract

Purpose ? The purpose of this research is to investigate the influence of visual information such as a baking product photo vs a product in action photo on consumers? perceived value and purchase intention.Design/methodology/approach ? This between-subjects design experiment tested the effects of visual information in baking course advertisements and the mediating role of consumers? perceived value. A questionnaire providing a baking course advertisement was implemented to collect responses from the participants.Findings ? This research shows that visual information plays a significant role in baking course advertisements. The results indicated a baking product photo was more persuasive than a product in action photo on consumers? purchase intention. The relationship between visual information and purchase intention is fully mediated by consumers? perceived value. Originality/value ? Advertisement effect has been an issue of great concern to marketers. Therefore, designing a message that can enhance consumers? perceived value and purchase intention is an important task. According to the results above, we suggest marketers use a baking product photo that not only enhance the effect of advertisements, but also increase consumers? perceived value and purchase intention.

Suggested Citation

  • Hao Chang & Yu-Hua Christine Sun, 2017. "The Effects of Visual Information on Baking Course Advertisements - An Empirical Study of Taiwan," Proceedings of International Academic Conferences 5808061, International Institute of Social and Economic Sciences.
  • Handle: RePEc:sek:iacpro:5808061
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    File URL: https://iises.net/proceedings/33rd-international-academic-conference-vienna/table-of-content/detail?cid=58&iid=005&rid=8061
    File Function: First version, 2017
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    More about this item

    Keywords

    Visual information; Advertisement Effect; Perceived Value; Purchase Intention;
    All these keywords.

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