Research Article
The Influence of Mobile Video Advertisement Context and Consumers’ Learning Style on Advertising Effects
| | | Overall | Noncontextual | Contextual | | n | % | n | % | n | % |
| | Gender | Male | 25 | 78.13 | 11 | 68.75 | 14 | 87.50 | | Female | 7 | 21.88 | 5 | 31.25 | 2 | 12.50 |
| | Average time spent watching videos on a mobile video platform per day | Less than 1 hour | 1 | 3.13 | 1 | 6.25 | 0 | 0.00 | | 1-2 hours | 6 | 18.75 | 4 | 25.00 | 2 | 12.50 | | 2-3 hours | 10 | 31.25 | 6 | 37.50 | 4 | 25.00 | | 3–5 hours | 4 | 12.50 | 2 | 12.50 | 2 | 12.50 | | 5–7 hours | 6 | 18.75 | 1 | 6.25 | 5 | 31.25 | | 7–9 hours | 2 | 6.25 | 1 | 6.25 | 1 | 6.25 | | More than 12 hours | 3 | 9.38 | 1 | 6.25 | 2 | 12.50 |
| | Average time spent watching advertisements on mobile video platforms per day | Less than 1 minute | 16 | 50.00 | 8 | 50.00 | 8 | 50.00 | | 1–3 minutes | 7 | 21.88 | 2 | 12.50 | 5 | 31.25 | | 3–5 minutes | 3 | 9.38 | 2 | 12.50 | 1 | 6.25 | | 5–10 minutes | 3 | 9.38 | 2 | 12.50 | 1 | 6.25 | | 21–30 minutes | 3 | 9.38 | 2 | 12.50 | 1 | 6.25 |
| | Average number of online shopping sessions per week | Less than 1 time | 14 | 43.75 | 9 | 56.25 | 5 | 31.25 | | 1–3 times | 13 | 40.63 | 5 | 31.25 | 8 | 50.00 | | 7–9 times | 1 | 3.13 | 0 | 0.00 | 1 | 6.25 | | More than 10 times | 4 | 12.50 | 2 | 12.50 | 2 | 12.50 |
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