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

Table 7

Hypothesis testing results.

Hypothesis		Results
H1	Does the context setting of mobile video advertisements affect consumers?	Partially supported
H1a	Compared with noncontextual mobile video advertisements, consumers pay greater attention to contextual mobile video advertisements.	Partially supported
H1b	Compared with noncontextual mobile video advertisements, consumers have greater purchase intentions for contextual mobile video advertisements.	Not supported
H2	Consumers with different learning styles are influenced differently by mobile video advertisement contexts.	Partially supported
H2a	Consumers with different learning styles have varying visual attention to different mobile video advertisement contexts.	Supported
H2b	Consumers with different learning styles have varying purchase intentions for different mobile video advertisement contexts.	Not supported