The Influence of Mobile Video Advertisement Context and Consumers’ Learning Style on Advertising Effects

<table class="table-group" id="tab5"><tr><td><table class="table"><tr><td class="thead-hr" colspan="4"><hr/></td></tr><tr class="thead"><td class="align_left" rowspan="2">Dependent variable</td><td class="align_center" colspan="2">Mobile video ad context</td><td class="align_center" rowspan="2">Significance</td></tr><tr class="thead"><td class="align_center">Noncontextual</td><td class="align_center">Contextual</td></tr><tr><td class="thead-hr" colspan="4"><hr/></td></tr><tr><td class="align_left">Purchase intention</td><td class="align_center">3.359 (0.741)</td><td class="align_center">3.188 (0.642)</td><td class="align_center">0.489</td></tr><tr class="table-tr"><td colspan="4"><hr class="tbody-hr"/></td></tr></table></td></tr></table>

<div>Analysis of the impact of mobile video advertisement contexts on purchase intention.</div>

Mobile Information Systems

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Table 5

Table 5: The Influence of Mobile Video Advertisement Context and Consumers’ Learning Style on Advertising Effects 