The Influence of Mobile Video Advertisement Context and Consumers’ Learning Style on Advertising Effects
Table 1
Description of variables.
Type
Variable
Description
Independent
Mobile video advertisement
Contextual
The video describes how the product is used and shares user experiences. An information block containing the product introduction appears on the page.
Noncontextual
The video contains information about the product’s price, manufacturer, and brand. An information block containing the product’s image appears on the page.
Moderating variable
Learning style
Sequential
A modified scale based on the one used by Felder and Silverman [18] was used. Subjects were classified as having a sequential or global learning style based on their scores.
Global
Dependent variable
Visual attention
Gaze frequency
Number of times the subject’s gaze entered the area of interest (AOI)
Gaze duration
The total gaze duration from when the subject’s gaze entered and left the AOI
Purchase intention
Referenced the questions used by Dodds et al. [23] and Zeithaml [28] to measure consumer purchase intention
