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

Table 6

Analysis of learning style results.

Dependent variable	Mobile video ad context	Learning style		Significance
		Sequential	Global
Gaze frequency	Noncontextual	6.571 (2.225)	11.778 (8.197)	0.127
	Contextual	16.250 (4.683)	11.500 (3.251)	0.034
Gaze duration	Noncontextual	7.260 (3.290)	12.277 (5.402)	0.049
	Contextual	12.276 (3.495)	9.874 (5.157)	0.294
Purchase intention	Noncontextual	3.357 (0.476)	3.361 (0.928)	0.992
	Contextual	3.156 (0.778)	3.219 (0.525)	0.853