TY - JOUR
T1 - The relationships between 3-d advertisings and risk perceptions on the web
T2 - The role of brand and emotion
AU - Ha, Hong Youl
PY - 2005
Y1 - 2005
N2 - 3-D advertising has emerged as a new form of rich advertising enabling consumers to inspect products on the Web much as they can in the retail store. In contrast to developing Internet technologies, many researchers found that consumers are still aware of considerable risks associated with online purchase, regardless of Web advertisements. It is crucial to understand the relationships between risk perceptions, brand and emotion. This study fills a gap of relationships between 3-D advertising and consumers’ perceived risk, and investigates roles of brand and emotion on perceived risk. The findings showed that 3-D advertising has a significant effect upon reducing consumer’s perception of risk, whereas brand works as an antecedent that directly reduces that risk. Additionally, while a positive emotional state in 3-D advertising plays a positive role in reducing consumers’ performance risk, it does not reduce financial risk. We discuss the implications of these findings.
AB - 3-D advertising has emerged as a new form of rich advertising enabling consumers to inspect products on the Web much as they can in the retail store. In contrast to developing Internet technologies, many researchers found that consumers are still aware of considerable risks associated with online purchase, regardless of Web advertisements. It is crucial to understand the relationships between risk perceptions, brand and emotion. This study fills a gap of relationships between 3-D advertising and consumers’ perceived risk, and investigates roles of brand and emotion on perceived risk. The findings showed that 3-D advertising has a significant effect upon reducing consumer’s perception of risk, whereas brand works as an antecedent that directly reduces that risk. Additionally, while a positive emotional state in 3-D advertising plays a positive role in reducing consumers’ performance risk, it does not reduce financial risk. We discuss the implications of these findings.
UR - http://www.scopus.com/inward/record.url?scp=85006527029&partnerID=8YFLogxK
U2 - 10.1080/10641734.2005.10505181
DO - 10.1080/10641734.2005.10505181
M3 - Article
AN - SCOPUS:85006527029
SN - 1064-1734
VL - 27
SP - 55
EP - 65
JO - Journal of Current Issues and Research in Advertising
JF - Journal of Current Issues and Research in Advertising
IS - 2
ER -