The relationships between 3-d advertisings and risk perceptions on the web: The role of brand and emotion

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9 Scopus citations

Abstract

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.

Original languageEnglish
Pages (from-to)55-65
Number of pages11
JournalJournal of Current Issues and Research in Advertising
Volume27
Issue number2
DOIs
StatePublished - 2005

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