Exploring the moderating effect of gender on the relationship between online shoppers preference and click-through intention: a case study of online banner for grocery shopping in Thailand
Keywords:
Visual Design, Online Banner, Online shoppers, Click-through intention, Consumer BehaviorAbstract
The purpose of this paper was to study the relationships between the online shoppers visual design preference and the click-through intention on advertisement. In order to achieve the research objectives, this paper examined the effect of visual design factors in terms of background, content and call-to-action towards click-through intention on advertisement as well as the moderating effect of gender on these relationships. A conceptual model was developed including factors from previous studies and analyzed with descriptive statistics as well as the structural equation modeling to prove the hypotheses. The data collection was 400 online shoppers living in Bangkok and its vicinity areas via online survey platform. The results revealed that five out of six hypotheses are supported in terms of background, content and call-to- action. They were found a significant effects on consumers’ click-through intention on advertisement at a high-level. The finding also showed the gender has a significant moderating effects at a high-level. on the relationships between content and click-through intention on advertisement as well as call-to-action and click-through intention on advertisement for male and female consumers. On the other hand, the result revealed that gender plays as a moderator only in the relationships between call-to-action and click-through intention for male consumers. This research contributes to both academic research and business practice by advancing the overall understanding of online user behavior as well as by providing important insights regarding online banner design.
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