Advertising management influence effectiveness of online advertising --A study of white-collar workers in online advertising context

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University of Halmstad School of Business and Engineering Master International Marketing

Advertising management influence

effectiveness of online advertising

--A study of white-collar workers in online

advertising context

Master’s Dissertation in International Marketing

Authors: Jin Ma 870705-T044

Handan Liu 800218-T157

Supervisor: Gabriel Baffour Awuah

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This dissertation has been written during the spring semester of 2010 at Halmstad University.

First of all, we would like to sincerely acknowledge to our supervisor Mr. Gabriel Baffour Awuah. We have learned a great deal from his constructive suggestions and

valuableassistance for our dissertation, both in the seminars and supervisions.

Secondly, we want to express our gratitude towards all the students in the other two seminar groups, particularly our opponents who also provide us with helpful advices.

Thirdly, we are extraordinary thankful to our friends who take part in our research as respondents. We appreciate their time to complete the questionnaires which constitute our emprical data.

Last but not least, we are much obliged to our parents for the spiritual support they provide during the whole thesis-writing process. Despite the far distance between China and Sweden, they always offer us with courage and confidence via phones and online communication tools.

Halmstad, 2010 Jin Ma and Handan Liu

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Online advertising which is a new form of communication provides interactivity between advertisers and consumers.

This dissertation is focusing on how advertising management influence the effectiveness of online advertising.The theoretical framework of this study mainly contains the advertising management and effectiveness of effects model.These two models are combined together in an analytical model where a connection between the two theories is explained that will be used as a foundation in gathering and analyzing the empirical findings. The quatitative research strategy is appliedd in this dissertation. Based on the questionnaies of white-collar workers, the empirical data was collected. The conclusion which can be drawn from this study is that there is clear evidence that good management will improve cognitive,affective and conative degree of consumer behavior.

Key words: Online advertising, interactivity, advertising mangement, hirachy of effectiveness.

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1.7 Previous studies and Earlier Research ... 9

2 Theoretical framework ... 11

2.1 Main steps in the management of advertising communication ... 11

2.2 Hierarchy of effectiveness model ... 13

2.3 Traditional advertising VS online advertising ... 14

2.4 Why the authors combine the preceding two models ... 17

2.5 Description of analytical framework ... 18

2.6 Hypotheses ... 22

3 Methodology ... 23

3.1 Research strategy and approach ... 23

3.2 Data collection ... 25

3.3 Sampling ... 27

3.4 Data analysis ... 28

3.5 Validity and Reliability ... 29

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4.1 Sampling, source of data ... 30

4.2 Questions regard to cognitive ... 30

4.3 Questions regard to affective ... 33

4.4 Questions regard to conative ... 35

4.5 Questions regard to management... 37

5 Analysis ... 40

5.1 The correlation between management and cognitive... 40

5.2 The correlation between management and affective... 44

5.3 The correlation between management and conative ... 47

6 Conclusions ... 52

6.1 Conclusion and discussion ... 52

6.2 Implications ... 53

6.3 Further Research ... 53

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1 INTRODUCTION

1.1 BACKGROUND

Advertising has been existed for many decades. It is one means of promotional mix which has its ultimate function to set up channels of information and persuasion to sell goods and services or promote an idea (Belch & Belch, 1998; Aaker, 1991). As an integral part of social and economic systems and one of the rapidly growing industries, advertising determines the GDP (Gross domestic product), of a country to a considerable extent during the late 1980s (Belch & Belch, 1998; Daniels, 1995). Advertising is considered to be one of the marketing communication tools. Communication is the process of giving or an exchange of information and the science of transmitting information as well (Smith, 1993). In the world‟s complicated society, advertising has developed into a significant communication system which connects both consumers and businesses (Belch & Belch, 1998).

Advertising communication can be conveyed through various mass media which include traditional media such as TV, broadcasting, magazines and newspapers (Belch & Belch, 1998). In addition, Internet industry becomes a new medium for businesses, especially provides a new living space for the growth and development of enterprises (Jim Hamill, 1997). Therefore, online advertising which is a new type of advertising has been explored since the information explosion dynasty is coming. It is also one of the marketing communication tools (Doole and Lowe, 2008). When it comes to the effects of advertising, they are considered to be an investment in a long term process (Lavidge & Steiner, 1961).

According to Robinson et al. (2007), online advertising has grown significantly since its beginning in 1994. From the article of E-Marketer, it is estimated that Internet

spending in China will reach $1.7 billion in 2009 and $3.5 billion in 2012, with a 24%

growth rate annually from 2007 till now (E-Marketer, 2009). Although in USA,the

amount of 2009 will be $25.7 billion (ibid), China has the most Internet users in the

world. Hence, online advertising opens up a door for companies to communicate with customers and potential customers (Hofacker, 2000), which would be helpful for them to promote sales in the fierce competition. Meanwhile, the advertiser should consider how the consumers will interpret and respond to it (Belch & Belch, 1998), as consumers are the receiver side of the communication.

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Online advertising is an emerging form of advertising which grows with the rapid development of Internet and gradually becomes one of the most important advertising medium. Berthona, Pitt and Watson (1996) mention Internet is a virtual place where consumers interact with different advertisers. From Internet, advertisers can sustain and enhance the relationship with consumers who come from worldwide, and “represent a remarkable new opportunity for businesses to communicate with new and existing markets in a very integrated way.” (Berthona, Pitt and Watson, 1996)

No matter which type of advertising, effectiveness is the only way to measure whether the advertising is successful or not. Besides, it is a result of the media audience reaction to advertising. Lavidge and Steiner (1961) propose a marketing communication model in order to measure advertising effectiveness by consumer‟s hierarchy of effects, stair-step from paying attention to advertised product, to be interested in it, like and prefer it, then finally to be the real consumer. They also make these factors into three main categories, including cognition, affection and conation (ibid). This model becomes a widely accepted way to measure effectiveness of traditional advertising. The measurement is largely based on a one-way view of communication, the marketer‟s communication and consumer‟s respond (Stewart & Pavlou , 2002).

However, with the advent of the Internet, a new type of interactive medium appears. Still applying traditional approach to measure the effectiveness of interactive medium--- online advertising may be incomplete (Stewart & Pavlou, 2002). They indicate that traditional measures of the effectiveness of marketing communications only emphasize on how advertisers and market influence consumers (ibid), thus the measurement which focuses on effectiveness of how consumers react on advertising in interactive context is very meaningful.

Interactivity is one of the most important characteristics of online advertising, as Fortin and Dholakia (2003) point out that interactive marketing and advertising technology can help consumer find the product which they need effectively, and interactivity is more in line with an information processing perspective and supportive of a uses and gratifications paradigm. Parsons, Zeisser and Waitman (1998) recognize that the interactivity of internet can stimulate the user‟s interest when they surfing the web, lead them to make purchasing decisions.

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Since the characteristics of interactivity are different from traditional advertising, consumers can look for the information that they want to know by clicking the hyperlink or using search engine. As Stewart and Pavlou (2002) mention that consumers have more influence on the process of communication by their actions: selecting, searching for, using, and responding. Thus, advertisers must deal with this influence which consumers have on the interaction, and they have to change their previous approach of traditional advertising, which means that they should consider consumer behavior in almost the whole decision-making process.

1.3 RESEARCH PURPOSE

Compared with traditional advertising, online advertising is different that consumer

behavior affects steps of the online advertising management process. This paper

focuses on the influence of advertising management on effectiveness of online advertising, based on the interactivity between consumers and advertisers. From

consumers‟ perspective, authors take white-collar workers as research target to

analyze the above-mentioned point of view.

1.4 RESEARCH QUESTIO N

The authors‟ main research question is as follows:

How does advertising management influence online advertising effectiveness? 1.5 DELIMITATION

The authors‟ research is delimitated to Chinese white-collar workers. As is known to all, white-collar workers use the Internet frequently. Meanwhile, Chinese enterprises prefer the online advertising for its saving of money. Therefore, it is worth taking Chinese white-collars as research target to analyze their behavior on influencing online advertising.

Meanwhile, from the authors‟ point of view, advertisers in this paper only refer to the advertising department of the company, which provides products and services.

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The definition of „Good management‟ in this research is confined to effective communication. As Tyagi and Kumar (2004) state, there are several major steps in developing effective communications, which includes:

“(1) identify the target audience; (2) determine the communication objectives; (3) design the message; (4) select communication channels; (5) develop the total promotion budget; (6) decide on the promotion mix; (7) measure the promotion’s results; and (8) manage and coordinate the total marketing communication process”

(Tyagi &Kumar, 2004, p.74).

1.6 DEFINITIONS

In this dissertation, the definitions of the terms which are going to be frequently used are as follows:

Advertising is: “the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media." (Bovee and Arens, 1992, p. 7)

Since Internet has become a communication platform, the frequent use of Internet advertising emerges naturally. Online advertising, which is based on Internet advertising, is a new medium with “the use of Internet and related digital technologies to achieve marketing objectives…” (Chaffey et al., 2006)

There are several kinds of online advertising. Practically, online advertising is “the use of a company web site in conjunction with online promotional techniques such as search engines, banner advertising, direct e-mail and links or services from other web sites to acquire new customers and provide services to existing customers…”(Chaffey et al., 2006)

Newhagen and Rafaeli (1996) define interactivity as “a communication that reflects back on itself, feeds on, and responds to the past”. Therefore, in the authors‟ research, interactivity is defined as the communication between consumers and advertisers, for example, advertiser affect consumer‟s habit and behaviors, while consumer also affect advertiser‟s management.

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Internet advertising, which is a relatively new medium, has received attention from both academics and practitioners, particularly from effectiveness aspect.

Teo etal. (2003) proposes a research model in order to investigate the influences of interactivity level on web user‟s attitude towards commercial web sites. Afterwards, the model has been tested and the results reveal that the increased level of interactivity has positive effects on web user‟s perceived satisfaction, effectiveness, efficiency, value, and overall attitude towards a Web site (Teo et al., 2003).

In the article of Bezjizn-Avery et al. (1998), the authors discuss that there are two ways that can measure the effectiveness of the interactive media. One of them is the persuasiveness of the media which indicates that whether consumers are positive in affect, preferences, and purchase intensions (Bezjizn-Avery etal, 1998). The research also provides practical suggestions on how to design effective online ads to fully utilize the advantages of the online medium (ibid). Meanwhile, Patsioura et al. (2009) have formulated an advertising effectiveness model for corporate advertising web sites.

A great number of researchers, like Tyagi and Kumar (2004), have discussed the subject of advertising management, from advertisers‟ perspective. However, the authors‟ study focuses on how advertising management influences advertising effectiveness, in the context of online advertising.

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2 THEORETICAL FRAMEWORK

2.1 MAIN STEPS IN THE MANAGEMENT OF ADVERTISING COMMUNICATIO N

Figure 1 Main steps in the management of advertising communication. Source from: Usunier and Lee, 2009, pp.377.

Brand awareness Brand image Increase sales

Provoke first trial/rebuy Build consumer loyalty

Problem to be solved Implementation and control Creative strategy Communication objectives Target(s) Media strategy

Identify the target Sociodemographics Consumer habits How is the product used?

Let know Let like Let act Copy strategy Classical USP “Star strategy”

One or several creations

Availability of media Calculation of the optimal Coverage of the audience

Agency/advertiser relationships Pre- and post–testing /evaluation

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The management process for marketing communication should follow six steps which should be taken in order (Usunier and Lee, 2009). The six steps are as follows:

1. The communication problems which marketers want to solve should be isolated.

The first step refers to the problems which exist in the marketing communication process and are needed to be solved, such as improving brand awareness, changing brand image, increasing sales and so on.

2. The target population should be identified.

The second step includes “the consumer segments to be targeted and their

sociodemographic characteristic, consumption habits, psychographic

characteristics” (Usunier and Lee, 2009), etc.

3. The marketing communication objectives should be defined “in terms of

influencing the target population, at either the attitudinal or the behavioral level”. (Usunier and Lee, 2009)

Communication objectives contain persuading consumers to like the advertised product, encouraging consumers to try the product again, educating the consumers to accept the product, and so forth.

4. A creative strategy should be selected.

This step indicates the way which brand name is portrayed and how to translate the objective into copy (Usunier and Lee, 2009). One or several creations could be included as well.

5. A media plan should be designed.

Which media to be used and how to use it are included in media plan. Generally, there are two kinds of media which consist of traditional media (e.g. TV, broadcasting) and new media (e.g. online advertising).

6. The advertising campaign should be implemented.

The last step covers “pre and post testing of the advertisement effectiveness… and research on different aspects…” (Usunier and Lee, 2009), etc.

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Lavidge and Steiner (1961) propose a marketing communications model, and it is acknowledged that this model can predict advertising effectiveness in advertising industry. They mention that advertising drives consumers‟ seven steps from unawareness to reach the ultimate purchase: unawareness, awareness, knowledge, liking, preference, conviction and purchase (Lavidge and Steiner, 1961). The latter six steps are related to three main behavioral dimensions, cognitive, affective, and conative. The cognitive component indicates awareness and knowledge, the affective component indicates liking, preference and the conative (or motivational) component indicates conviction and purchase (ibid). Measures taken before or after a form of communication used will enable objective(s) to be set and the success of communication to be analyzed. Logical progression through the stages is not always possible – indeed, much depending on the product or service being offered and the target group of receivers (ibid).

Figure 2 Hierarchy of effect model. Source from: Lavidge and Steiner, 1961, p.61 Compared with traditional advertising, online advertising changes a lot, for instance, channels of communication, manifestation mode, but this model can also measure effectiveness of online advertising.

Cognitive

Affective

Conative

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Consumer's behavior Effectiveness

Conative Purchase Conversion and Conversion Rate

Conviction Frequency on search engine or online shops

Affective Preference Hits on web of specific brand

Liking Click-through rate

Cognitive Knowledge Interactive advertising, Hyperlink

Table.2 Source from: Research report on the web advertising Q3, 2000, http://www.adknowledge.com )

2.3 TRADITIONAL ADVERTISING VS ONLINE ADVERTISING

The rapid growth of online advertising poses a challenge to the dominating position of traditional advertising. There are different communication models resulting from the application of the digital medium and some different factors between new and old media as well (Dave, Richard, Kevin & Fiona, 2000).

Old media New media Comment

One-to-many

communication model

One-to-many or many-to-many

communication model

Hoffman and Novak (1996) state that theoretically the Internet is a many-to-many medium, but for company-to-consumer

organization, communications it is best considered as one-to-one.

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model

Individualized marketing or mass customization. Pull model for web marketing

Personalization possible because of technology to monitor preferences and tailor content (Deighton. 1996)

Monologue Dialogue Indicates the interactive nature of

the world wide web, with the facility for feedback

Branding Communication Increased involvement of customer

in defining brand characteristics. Opportunities for adding value to brand

Supply-side thinking Demand-side thinking Customer pull becomes more

important

Customer as a target Customer as a partner Customer has more input into

products and services required

Segmentation Communities Aggregations of like-minded

consumers rather than arbitrarily defined target segments

Table 1: Dave, Richard, Kevin & Fiona, 2000; After Kiani, 2000, p. 33

Table 1 presents some differences between traditional and online advertising.

The traditional advertising model is a one-to-many communication model. Companies should know the target audience they want to reach firstly, then send the related message to consumers by effective communication medium, and for the purpose of getting the response from consumers, companies must establish a reasonable channel. In the whole process, advertisers seem to play a monologue, they try to advertise in an

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impressive way, select a suitable medium, describe the advantage of certain brand, in order to give a strong impression on the audience, as Janoschka and Anja (2004, p 32) point out, and advertising is purposeful, advertising campaign intends to give audience a good image, and it can help firm increase on sales and profit. In most situations, traditional advertising tries to change or influence consumers‟ attitudes, to persuade consumers to buy product A instead of product B (Janoschka & Anja, 2004; Jefkins & Yadin 2000: 15). The consumer is a negative receiver in this whole process which means that consumer cannot respond immediately.

Online advertising can be one-to-many or many-to-many model. Compare with traditional advertising, online advertising has some obvious features as follows:

 Interactive, is the natural feature of the Internet, with the facility of feedback.

The consumers are not negative receivers anymore, they become more important, exactly, the partner of the advertiser.

 Rich information, if consumers are interested in the product, they will click

on the advertisement, and then they will get more information from related web site. This will help consumer know the product more, and add value to the brand.

 Communication, just interested customers will click the advertising and get

more information, as Dave et al. (2000) mention, “Aggregations of like-minded

consumers rather than arbitrarily defined target segments”, online advertising is easier to find good consumers. Consumers here explore the information actively. As the authors discuss above, audiences do not only receive the information, but they also explore the information which they need, meanwhile, advertisers should be also active when audiences have interest in their product, and they will do their utmost to persuade audiences to buy their product. Thus one of the most significant differences is interactivity. Consumers have more influence on advertisers in interactive context, and unlike traditional advertising which concentrates on how advertisers and market influence consumers, advertisers must manage certain respond well, present the product‟s function, advantages or disadvantages and other details which consumer need and lead them to purchase. Therefore online advertising is better used of logical and convincing advertising.

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2.4 WHY THE AUTHORS COMBINE THE PRECEDING TWO MODELS

Compared with traditional medium, the key characteristics of online advertising is interactivity, which means consumers are not passive affected by advertiser anymore, and for now, consumer‟s behavior can affect advertiser immediately. If consumers are interested in online advertising, they will read the advertisement carefully, click on the advertisement, enter advertiser‟s website, and get more information about the product, and even place the order online. It can be found that consumers occupy initiatively in the whole process, with all behavior depending on their own motivation and desire, all of these elements have a great influence on advertising effectiveness. With the help of Hierarchy of effectiveness model, consumers‟ behavior can be divided into 6 steps after consumers‟ watch online advertising: awareness, knowledge, liking, preference, conviction and purchase (Lavidge and Steiner, 1961). Therefore, being aware of the existence of the product, searching for related information on the website, getting more knowledge of it, beginning to like it till have passion for it, ensure the purchase necessary and finally do it. All above should be explored in online advertising context.

Usunier and Lee (2009) point out an empirical model of the whole process of advertising management. The model starts with problem that the company would like to solve, and ends up with how advertising affect in the communication process, and tries to find a good solution to achieve the aims.

After looking into these two models above, the authors of this study find that there is a very close relationship between them; the most influential factor is interactivity. It is argued that “researchers have noted that the quest for improving interactivity guides future technological development for the Web” (Ha & James, 1998; Robb et. al, 1997). On account of interactivity can expand the role of consumer participation, it can help advertiser to build a stable relationship with consumers, and stable relationship can help advertiser increase sales and promote development (Hoffman et al, 1995). In this paper, the authors develop three main hypotheses describing the relationship between these two models, after that, the authors test the hypothesis by questionnaires, aiming to find out how advertising management influences online advertising effectiveness.

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Interactivity Online Advertising

Advertiser

Consumer

2.5 DESCRIPTION OF ANALYTICAL FRAMEWORK

Figure 3 The interactivity between consumer and advertiser in the online advertising communication (Usunier and Lee，2009，p.377；Lavidge and Steiner, 1961, p.61), suggested by the authors

Based on the model of the six main steps in the management of advertising communication which is proposed by Usunier and Lee (2009), the authors of this paper make some modifications. As the authors discussed, Internet is the medium in online advertising process. In other words, the media strategy, which is definite in the study, is performed as online advertising. Therefore, there are five steps in advertising management which includes Problem to be solved, Target(s), Communication objectives, Creative strategy, Implementation and control accordingly.

 Problem to be solved

Problem to be solved

Targets

Communication objectives

Creative strategy

Implementation and control

Conative Affective Cognitive

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Through advertising, marketers are willing to solve problems that exist in the marketing process. Basically, one of the major objectives of online advertising is to generate sales directly, as marketers can sell products or services directly to the consumer (Belch & Belch, 1998). Besides, creating and maintaining brand awareness is also the goal of advertising in the case of low interest or involvement (McMahan, 1980). Aaker (1996) argues that there are four components that form brand equity: brand awareness, perceived quality, brand loyalty and brand associations. Among them, brand awareness and brand loyalty are two key problems that need to be solved in online advertising.

Brand awareness means the strength of the brand‟s presence in the target‟s mind. In order to be successful in an industry which focuses on the same product, the brand must dominate others (Aaker, 1996). It can be presumed that awareness will help advertisers to keep the brand in the consumer's evoked set, hence rise up the possibility that the brand will be purchased (Hoyer & Brown, 1990).

Brand loyalty could drive long-term success (ibid). Lots of researchers have studied on brand loyalty, especially the relationship between brand loyalty and repeat purchasing behavior which could be called as rebuy. In situations involving common, repeat-purchase products, consumers may choose a brand on the basis of a simple heuristic (e.g., brand awareness, pricing, and packaging) and then evaluate the brand subsequent to purchase (Hoyer & Brown, 1990)

Jacoby and Kyner (1973) build up a conceptual definition of brand loyalty. The definition is delivered by six necessary and sufficient conditions.

They are:

“(1) the biased (i.e., nonrandom), (2) behavioral response (i.e., purchase), (3)

expressed over time, (4) by some decision-making unit, (5) with respect to one or more alternative brands out of a set of such brands and (6) is a function of psychological (decision-making, evaluative) processes.”

 Target(s)

It is hard to determine the certain audience who are watching traditional advertisement, e.g. advertisement on TV. In contrast, online advertising has the ability to target specific audience, along with the least waste coverage (Belch & Belch, 1998).

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For instance, by means of world-wide biggest search engine Google, advertisers can decide to target customers in any state, city or region, at the same time, the online advertisement is only shown to customers reading about or searching for related products or services (Google, Ad Words). Therefore, with the exact target, advertisers can reach the most potential consumers who are more probable to make purchasing decisions through online advertising.

Under online advertising context, the target audiences act as receivers who process the message they receive with the foundation of personal experience and personal characteristics (Tyagi &Kumar, 2004). The significant personal characteristics comprise comprehension, level of involvement and psychological noise (Tyagi &Kumar, 2004).

According to Tyagi and Kumar (2004), comprehension refers to the quantity of consumer‟s motivation and the message. The consumer‟s level of involvement is pivotal in the attention which is paid to the online advertisement (Tyagi &Kumar, 2004).

Psychological noise is a barrier that occurs to online advertisement reception (ibid). Sometimes advertisers can become a victim of psychological voice due to different kinds of reasons. In order to deal with noise, the advertisers should repeat showing advertisements several times to ensure that the advertising message is received (ibid).

 Communication objectives

Since communication objectives are the impacts of target population, whatever on attitude and behavior, there are possible objectives including the following parts: increasing consumers in the target market who associate specific features, benefits, or advantages with brand; increasing the number of consumers in the target audience who prefer the product over the competition‟s; attracting current users of the product to use it more frequently or in more situations; attracting consumer who have never used the brand to try it (Usunier and Lee, 2009; Belch & Belch, 1998).

In this part there is no evident difference between traditional advertising and online advertising, in that both of them have the purpose of letting consumers know, like and act with the advertised product. Nevertheless, the biggest distinction is the interactivity between consumers and advertisers. As the authors explained earlier, in

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traditional advertising process, advertisers merely send the unilateral information. It becomes difficult to receive the response of consumers at once, as advertisers do not know what information consumers need.

With the help of hierarchy of effectiveness model (Lavidge and Steiner, 1961), cognitive, affective and conative are 3 steps of consumers‟ behavior, if the advertiser wants to convince consumer to buy the product, they must let consumer know the function of product, or what merits the product has. In other words, the advertiser cannot skip the cognitive part, enter into the affective part directly. Meanwhile, consumers‟ attitude will also affect communication objectives. Lutz (1985) points out that the belief in the advertised product itself is the attitude of personal preference. Consumer‟s likeness or dislikenness of advertising will definitely affect their behavior. As Mitchell & Olson (1981) conduct, the attitude of consumer affects consumer‟s perceptions of brands, and determines whether they will purchase or not.

 Creative strategy

A creative strategy is “a policy or guiding principle which specifies the general nature and character of messages to be designed” (Frazer, 1983). Every successful advertisement could have creativity in its management process. It could be also referred to the capacity of collecting creative ideas that can be applied to solve the problems (Belch & Belch, 1998). Besides, a creative strategy focuses on what the advertising message interprets or communicates and guides all of the messages used in the advertising campaign in the developing process (Lee and Johnson, 2005). There are several alternative creative strategies which are suitable in different conditions. Take the unique selling-proposition approach (USP) for example, it is most useful when difference cannot be readily matched by competitors (Frazer, 1983). Under this circumstance, competitive implications are achieved. An advertiser can obtain strong persuasive advantage and may force competitors to choose more aggressive strategy (e.g. positioning), meanwhile, the advertiser makes a superiority claim based on a unique product attribute which stands for a meaningful, distinctive consumer benefit (Frazer, 1983; Lee and Johnson, 2005).

However, creative person or team should obtain knowledge from everyone who is related to the product, including engineers, salespeople and consumers (Belch & Belch, 1998). According to Griffin (1993), there are 8 points that are considered to be essential parts of the creative strategy. The target audience and the audience‟s problem: like what they miss or lack, are two of them. Inputs to the creative process

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could be considered from two aspects which both need information from target audience (Belch & Belch, 1998).

 Implementation and control

During the communication process, the receiver‟s reaction to the message is called a response (Belch & Belch, 1998). Based on this definition, feedback which is a part of the receiver‟s response will be sent back to the sender (Belch & Belch, 1998). In online advertising, new pattern of communication is interactive so that the audiences can provide direct feedback (Tyagi &Kumar, 2004, p72). It is helpful for sender to monitor and control the message. Feedback which is based on research analyzes the recall of ads, message comprehension and other responses and with feedback, the advertiser can know better about the reasons of success or failure and adjust the advertisements as well (Belch & Belch, 1998).

Numerous appeals can be considered as the basis of advertising messages, as they can be used in adverting development and issues that appear in effective advertising communication (Belch & Belch, 1998). Generally, the appeals are divided into two categories: informational appeals and emotional appeals. The first appeal concentrates on consumer‟s practical and functional need for product and emphasize on the benefits of owning a specific brand (Belch & Belch, 1998). The second appeal focuses on consumer‟s social or psychological needs for a product because the motivation of consumer‟s buying a product is emotional (ibid).

A variety of criteria can evaluate the creative approach proposed by the advertiser. Belch and Belch (1998) discuss some basic criteria in terms of questions, such as: is the creative approach consistent with the advertising objectives and creative strategy? , and is the creative approach communicate a convincing message to the consumer? 2.6 HYPOTHESES

The authors formulate 3 hypotheses from the analytical framework (see Figure 3)z discussed previously.

Consumers‟ behavior can be divided into 3 steps according to gradual advance: cognitive, affective and conative phases (Lavidge and Steiner, 1961). If the advertisers want to lead consumers to purchase through their good management, they will let consumers be aware of the function of product or the merits of the product firstly. Therefore, hypothesis 1 is proposed as follows:

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H1: Good management will improve cognitive degree of consumer behavior.

The interactivity exists between consumer behavior and advertisers in online advertising process. Consumers receive the message of an online advertisement after they watch it, and they have their own impressions of it. For example, the advertisement is attractive, or impressive, or does not fascinating at all. Consequently good management will improve consumers‟ likeness or dislikenness in the advertised product.

H2: Good management will improve affective degree of consumer behavior.

As Mitchell & Olson (1981) conduct, the attitude of consumer affects consumer‟s perceptions of brands, and determines whether they will purchase or not. The interactivity which the authors believe indicates that consumers‟ feedback of online advertising will affect advertisers as well and advertisers will make adjustments and alterations in order to drive consumers to the degree of conviction or purchase. Thus, it is hypothesized that:

H3: Good management will improve conative degree of consumer behavior.

3 METHODOLOGY

3.1 RESEARCH STRATEG Y AND APPROACH

As to research strategy, quantitative research and qualitative research are two distinctive methods for collecting data. Firestone (1987) presents some differences between these two kinds of methods.

 Assumptions about the world.Quantitative research which is based on

the perspective of the positivists assumes that social facts have already been existed in reality, and it will not be changed by the beliefs of individuals. Qualitative research which is built on the phenomenon deems that reality is

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socially constructed through individual or collective definitions of the situation (Firestone, 1987; Taylor & Bogdan, 1984).

 Purpose. Quantitative research tries to explain the essential reason of

social facts by measurement and quantitative analysis. Qualitative research attempt to understand social phenomenon by analyzing actor‟s perspectives and behaviors.

 Approach. Experimental or correlational designs are always applied in

quantitative research in order to reduce errors, bias, and other noises, so that clearly perceiving of social facts can be attained (Firestone, 1987; Cronbach, 1975). Qualitative research study which is on the basis of the research of ethnography helps the reader understand the definitions of the situation (Firestone, 1987; Goodenough, 1971).

 Researcher role. The ideal quantitative researcher is detached to bias.

The qualitative researcher becomes "'immersed" in the phenomenon of interest (Firestone, 1987; Powdermaker, 1966).

To sum up, qualitative research can be construed as a research strategy that usually emphasizes on words rather than quantification in the collection and analysis of data (Bryman and Bell 2007). However, quantitative research which entails a deductive approach can be construed as a research strategy that focuses on quantification in the collection and analysis of data (ibid).

The quantitative research strategy and a deductive research approach are used in this study, which is adapted to provide a deep understanding for how good management affects online advertising effectiveness. Deductive theory refers to the commonest view of the nature of the relationship between theory and research (Bryman and Bell 2007).

The process of deduction begins with theory and hypotheses. After collecting data, there will be findings for the authors to figure out whether the hypotheses are confirmed or rejected (ibid). The clear process of deductive is as follows:

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Figure 3.1 The process of deduction,Bryman and Bell (2007), p.11, fig 3.1.

3.2 DATA COLLECTION

Both primary and secondary data are collected in this study. There are various sources for collecting secondary data, such as books which are borrowed from the school library, marketing journals which are searched from databases, and reports from official websites. As Bryman & Bell (2007, pp 326) presents, it is possible to use secondary data combined with primary data, such as experts‟ evaluations. The primary data is collected for analyzing the research question. A questionnaire is designed according to the analytical framework and sent to white-collar workers. In this study, a self-completion questionnaire is designed and surveyed on the internet. The reason lies in the fact that Bryman & Bell (2007) states as follows: no interview available, self-completion questionnaire and structured interview are very similar in business research (ibid). It is impossible to interview so many consumers in the authors‟ research, thus self-completion questionnaire is chosen by the authors; questionnaire is convenient to responder because they can finish the questionnaires in different places and time when they want.

Bryman & Bell (2007) also mention that web survey is a format which has low costs, faster response and attractive element. Thus it is suitable for the authors because the authors are both student in Sweden now, at the same time, it is very hard to pay a lot of

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money and time to hand out all the questionnaires to Chinese white-collar workers through traditional ways, such as post, face to face and so forth.

The authors use a special professional website Askform to distribute questionnaire, the hyperlink of the questionnaire is

http://www.askform.cn/68210-74366.aspx

Totally twenty questions in Chinese are posted in the questionnaire, with the English version in the appendix. The authors sent this hyperlink to their friends and family members who are all white-collar workers.

White-collar workers in the authors research refers to persons who engaged in mental work and usually they work in office, such as engineer, teacher, office clerk and so forth.

The process of questionnaire distribution and collection presents in Figure 3.2

Figure 3.2 The process of questionnaire distribution and collection

The Likert scale, which is commonly used in questionnaires and survey research, is a psychometric scale (Uebersax, 2006). When it comes to a Likert questionnaire item, the respondents state their level of agreement from five levels: Strongly agree, Somewhat agree, Neither agree or disagree, Somewhat disagree, and Strongly disagree (Uebersax, 2006; Likert, 1932). Meanwhile, Likert scale is adopted for

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computer analysis (Bryman & Bell, 2007). Therefore, the authors use Likert scale while designing questionnaires.

3.3 SAMPLING

Bryman and Bell (2007) indicate that sample means “the segment of the population that is selected for investigation”. It is a subset of the population. The method of selection may be based on a probability or a non-probability approach.”

Probability sample are defined as “one for which every unit in a finite population has

a positive probability of selection, not necessarily equal to that of other units (Schreuder, Gregoire & Weyer, 1999).” The main types of probability sample are simple random sample and systematic sample. If simple random sample is used, each unit will has equal chance of being included in the overall sample. When choosing systematic sample, units should be selected directly from the sampling frame, without resorting to a table of random numbers.

Non-probability approach is defined as “essentially an umbrella term to capture all forms of sampling that are not conducted according to the canons of probability sampling outline above. (Bryman and Bell ,2007, PP 197).” It includes convenience sampling which is simply available for researchers; snowball sampling which makes initial contact with a small group of people who are relevant to research, and then let

these people to contact with other relevant people; and quota sampling which

produces a sample of relevant categories, afterwards chooses equal number from each category (Bryman and Bell , 2007).

As a matter of fact, sample choosing could be time consuming and costly, so, consideration of sampling size are likely to be affected by matters of time and cost at such a juncture (Bryman & Bell, 2007).

After comparing two approaches, the authors adopt non-probability which is a set of snowball sampling in this study. They try to send the questionnaire to their friends who are white-collar workers, and their friends help the authors send the hyperlink of the questionnaire to other white-collar friends. In order to avoid repeatability, before answering the questionnaire, there is a “name” with blank for the respondents to fill in. Take limitation of time and money as well as return rate into consideration, and convenience sampling method was used to collect the primary data . More than three hundred questionnaires were distributed and 145 effective samples were collected.

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The respondents were from Shanghai, Hangzhou, Ningbo, Peking and other China's major cities.

3.4 DATA ANALYSIS

The software SPSS will also be used in analyzing data which are collected from questionnaires. The mean value, standard deviation, descriptive and factor analysis will be adapted to measure and compare different answers. Other kinds of analysis index will be applied in future analysis such as Cronbach‟s alpha and Pearson‟s Correlation.

Cronbach‟s alpha

Cronbach's alpha is an index of reliability associated with the variation accounted for by the true score of the underlying construct, and construct is the hypothetical variable that is being measured (Hatcher, 1994). Cronbach‟s alpha is used to measure the correlation between the variables and get the reliability of the results. Reliability coefficient normally ranges between 0 and 1, and George and Mallery (2003) discuss

therules of thumb as follows:

“ > .9 – Excellent, > .8 – Good, > .7 – Acceptable, > .6 – Questionable, > .5 – Poor, and

< .5 – Unacceptable” (George and Mallery, 2003, p. 231).

Pearson‟s Correlation

Pearson‟s Correlation is used to evaluate the linear relationship between two variables. The correlations are between -1 and 1. When the correlation is below 0, there is a negative correlation; when it is over 1, there is a positive correlation; when it equals 0, there is no correlation between two variables at all (Hunt, 1986).

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With the use of Pearson‟s correlation, some internal connections with each statement in each hypothesis will be evaluated. Therefore, which statement affect the hypothesis more will be identified (Hunt, 1986).

3.5 VALIDITY AND RELIABILITY

Reliability and validity are the most prominent criteria for the evaluation of business and management research (Bryman & Bell, 2007).

Validity is “whether or not an indicator that is devised to gauge a concept really measures that concept”, and it focuses on if theory data are close to the phenomenon (ibid). According to the statistical report on the development of Internet which is conducted by China Internet Network Information Center in 2008, besides students, white-collar workers are the second largest group which constitutes the Internet users proportion (CINIC, 2009). Therefore, the respondents of this research are white-collar workers. The authors send out questionnaires which are designed on the basis of the analytical framework. Hence the primary data are gathered from white-collar workers directly. In addition, the questions are easy to be understood since it is clear and intelligible.

Reliability means the degree of stability of concepts measurement and includes four aspects: stability; correlation which is a measure of the strength of the relationship between two variables; internal reliability which shows whether or not the respondents‟ scores on any indicator tend to be related to their scores on other indicators; and inter-observer consistency (Bryman & Bell, 2007, ch6). In this paper, some classic and empirical theory and data has be used, and it is also tested in previous researches. Furthermore, both authors are participating throughout the investigation.

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4 EMPIRICAL FINDING

4.1 SAMPLING, SOURCE OF DATA

In this paper, the authors combine two models which are management of online advertising communication model and Hierarchy of effectiveness model. These two models are applied to measure how advertisers communicate with consumers and how advertisers affect consumers separately.

The proportion of white-collar workers who come from different positions is as figure 4.1.

Figure 4.1 the proportion of white-collar workers’ position

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4.2.1 Before I watch the advertisement, I already have awareness of the advertised product (Q1, awareness).

Figure 4.2.1 Question concerning awareness

It seems that many respondents did not know the advertised product before they watch the advertisement. The mean 2.92 indicates that there are also some people who have already known the product before, and the ratio is much closer to half and half. Meanwhile, the standard deviation 1.038 presents that there are not too many differences among consumers.

4.2.2 Through online advertising, I have known more about this product (Q2, knowledge)

Figure 4.2.2 Question concerning knowledge

This question focuses on the effectiveness of online advertising through watching the advertisement. The diagram presents that most respondents get to know the product,

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such as its function, performance, sales information and so forth. The mean is better than 3 indicates that most respondents agree that online advertisement can help them get knowledge of the product, while some people do not agree with it. They just watch the advertisement, and do not get any new knowledge.

4.2.3 I have remembered the brand of the advertisement (Q3, brand awareness)

Figure 4.2.3 Question concerning brand awareness

This question also deals with consumer‟s effectiveness, with more than 70 percent of the responders agree with this view, at least it is neutral. The mean is better than three, means many people agree with this point. However, it is not so strong, because some responders do not remember the brand. The standard deviation is less than 1, and it is clearly that with choosing 3 and 4 scale, most responders can remember the brand of product.

4.2.4 I will click on the link or website of the advertising (Q4, obtain more knowledge)

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If the consumer is interested in the advertised product, he or she will click the hyperlink in order to get more information about this product, such as function, feature, shape and so forth. The diagram shows that most responders do not want to click the online advertisement. The mean 2.76 and standard deviation 1.107 shows that some people will click and there are not too many differences among responders.

4.3 QUESTIONS REGARD TO AFFECTIVE

4.3.1 This advertisement is very attractive to me (Q7, liking)

Figure 4.3.1 Question concerning liking

There are still more than fifty percent respondents choosing neutral. The diagram shows that most respondents partly enjoy online advertising with mean 3.01 and standard deviation 0.975 which is very close to 1, presenting that there are not too many differences among respondents.

4.3.2 This advertisement impresses me a lot (Q8, preference)

Figure 4.3.2 Question concerning preference

Respondents who choose neutral are very close to fifty percent. Many respondents think online advertisement just impresses them a little, and some people think they

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will not be affected or be greatly influenced by online advertisement. Standard deviation 0.971 which is also very close to 1 presents there are not too many differences between respondents.

4.3.3 Generally speaking, I like this online advertisement (Q11, overall liking)

Figure 4.3.3 Question concerning overall liking

Many responders‟ choices are neutral, so they do not clearly know they like this online advertisement or not. The mean 3.03 shows that people who agree on this statement have a little positive effect. There are not so many different opinions among the responders.

4.3.4 I like the product after I watch the advertising (Q5, interest in related product)

Figure 4.3.3 Question concerning interest

More than fifty percent of the respondents choose neutral. It indicates that most people do not know whether they will like or dislike the product just through the first impression, and they may need more information to enjoy it. There is no clear

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evidence to get the results of responders will like the product after they saw the advertising.

4.4 QUESTIONS REGARD TO CONATIVE

4.4.1 If I need, I would consider buying this product (Q12, identifying demand)

Figure 4.4.1 Question concerning identifying demand

The responders‟ answers focus on the degree of 3 and 4, which indicate that most responders agree or partly agree that they will buy the product if they need it. The mean of 3.15 shows that more responders agree than disagree with this statement and standard deviation of 1.03 presents there are not too many differences.

4.4.2 I plan to buy the product (Q13, conviction)

Figure 4.4.2 Question concerning conviction

Although respondents will take purchase into account if they need the product, most respondents disagree that they really plan to buy the product. The mean of 2.77 and

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standard deviation of 0.993 indicate that most respondents agree that they do not have specific plans to buy the product.

4.4.3 It will be more likely for me to buy other products of this brand (Q14, more demand)

Figure 4.4.3 Question concerning more demand

There are no apparent proofs showing that responders will buy other products of the advertised brand. As most responders choose neutral and partly or do not agree. The mean 2.86 and standard deviation 0.943 point out that most responders do not agree with this statement, only some people partly or completely agree on that.

4.4.4 I think I will rebuy the product (Q15, repurchase)

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The answers refer to negative part, such as I do not agree, partly agree. Most of the responders do not think they will buy the advertising product again. The mean 2.77 and standard deviation 0.993 present that their consensus that they do not think they will rebuy the product.

4.5 QUESTIONS REGARD TO MANAGEMENT

4.5.1 After watching the advertising, I want to get more information about this product. (Q5, management of problem to solve and communication objective)

Figure 4.5.1 Question concerning good management of problem to solve and communication objective

This question refers to the new feature of online advertising. As in online advertising context, if consumers are interested in the advertised product, they can get more details of the product through many ways. The ratio is quite equal in the diagram, which reveals that many people will do some actions to get more information. The mean between 3 and 4 indicates that most people agree but not too many.

4.5.2 The advertisement contains a huge amount of information (Q9, management of targets)

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As the authors discuss before, rich media is another important element of online advertising. Most responders‟ choices are neutral, they can only get part of the information of the advertised product, so they do not agree that online advertising contains a huge amount of information. The mean is a little bit less than 3 and Standard deviation is 0.968, which states that less people agree on this question and they do not have differences.

4.5.3 After watching online advertising, I associate with other ads (Q10, management of creative strategy)

Figure 4.5.3 Question concerning good management of creative strategy

The association with other advertisements receives a lot of agreements, and most responders think they will have that association after they watch the online advertisement. The mean of 3.24 indicates most responders agree with this statement, and Standard deviation of 0.981 presents there are not too many differences.

4.5.4 I think the advertised product is in accord with the real product (Q16, management of implementation and control)

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More than fifty percent consumers choose neutral, most responders do not agree with advertised product will be in accord with the real product, so there is no clear

evidence to get the results. The mean of 2.97 indicates less responder agrees with this statement, and Standard deviation of 0.953 presents there are not too many

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5 ANALYSIS

This research analyzes how online advertising management affects effectiveness of online advertising from white-collar workers perspective.

The result of the study has revealed that good management which advertisers carry out will improve consumer‟s cognitive, affective and conative stages. Formulating the analytical model which combine Lavidige and Steiner‟s (1961) model and Usunier and Lee ‟s (2009) advertising management model with some modifications, the authors put forward 3 hypotheses and test them on the basis of the collected data from a sampling of 145 white-collar workers.

5.1 THE CORRELATION BETWEEN MANAGEMENT AND COGNITIVE

Hypothesis 1 is supported by statistical analysis. It is hypothesized that good management of advertisers will improve cognitive degree of consumers by online advertising. Lavidge and Steiner (1961) discuss about the stage of cognitive component which can be divided to unawareness, awareness, and knowledge, thus be aware of the existence of the product, search for related information on the website, get more knowledge of it will be the whole process in consumers‟ cognitive phase. McMahan (1980) indicates that creating and maintaining brand awareness is one of the goals of advertising. In addition, Aaker (1996) also points out that brand awareness means the strength of the brand‟s presence in the target‟s mind. In order to be successful in an industry which focuses on the same product, the brand must dominate others. Obviously, it is very important for advertisers to give consumers certain information, lead them get awareness and brand awareness.

Under online advertising context, the target audiences act as receivers who process the message they receive with the foundation of personal experience and personal characteristics (Tyagi &Kumar, 2004). Hence, the massive amount of information is a significant factor which helps consumers to choose the product even though it is not designed for them initially.

Usunier and Lee (2009) present awareness, let consumers know as one of the communication objectives. Increasing consumers in the target market who associate specific features, benefits, or advantages with brand; increasing the number of

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consumers in the target audience can also be included in communication objectives (Usunier and Lee, 2009; Belch, 1998).

Since creative strategy focuses on what the advertising message interprets or communicates and guides all of the messages used in the advertising campaign in the developing process (Lee and Johnson, 2005). Thus the information from consumers‟ reaction in the context of implication and control has a significant impact on the whole advertising management process. Besides, advertisers can measure the information which consumers need by consumers‟ direct feedback such as telephone, forum of web or some other technical means such as click rate and so forth.

With the purpose of being understood easily, the authors combine all cognitive variables to a new variable “cognitive”. As the internal correlation in Table 5.1.1 shows, there is a very high correlation between “cognitive” and other variables. In other words, it can be accepted that this “cognitive” variable can represent overall variables of the cognitive component.

Table 5.1.1 Internal Correlations

cognitive awareness knowledge

brand awareness

obtain more knowledge

cognitive Pearson Correlation 1 .703**

.688**

.760**

.791**

Sig. (2-tailed) .000 .000 .000 .000

N 145 145 145 145 145

awareness Pearson Correlation .703**

1 .244**

.435**

.375**

Sig. (2-tailed) .000 .003 .000 .000

N 145 145 145 145 145

knowledge Pearson Correlation .688**

.244** 1 .326** .463** Sig. (2-tailed) .000 .003 .000 .000 N 145 145 145 145 145 brand awareness Pearson Correlation .760** .435** .326** 1 .484** Sig. (2-tailed) .000 .000 .000 .000 N 145 145 145 145 145 obtain more knowledge Pearson Correlation .791** .375** .463** .484** 1 Sig. (2-tailed) .000 .000 .000 .000 N 145 145 145 145 145

**. Correlation is significant at the 0.01 level (2-tailed).

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Table 5.1.2 Reliability Statistics Cronbach's Alpha N of Items

.709 5

As Table 5.1.3 and Table 5.1.4 shows, the authors test the Pearson correlation and make the regression analysis. The correlation between problems to be

solved-communication objectives and cognitive, targets and cognitive,

implementation and control and cognitive are positive correlations, with the results more than 0.5 indicates a strong relationship. The correlation between creative

strategy and cognitive presents a weak correlation. Coefficient reaches 0.290**

and the 2-tailed significance is 0 (below 0.01) reveal a high significance. The reason is the authors only test the copy strategy, one type of creative strategy, thus the weak correlation can be accepted.

Regression results show that problem to be solved and communication objectives, targets, creative strategy, and implementation and control, four variables have all entered the final model. The T values are: 5.045, 2.964, 0.151, 1.290; and the P values are: 0.000, 0.004, 0.880, and 0.199. The entry sequence of four variables is as follows: problem to be solved and communication objectives, targets, implementation and control, and creative strategy, which explain the level of four variables affecting cognitive.

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Table 5.1.3 Correlations between management and cognitive

problem to solve and communication objectives Targets creative strategy Implement ation and control cognitive problem to solve and communicatio n objectives Pearson Correlation 1 .590** .376** .602** .638** Sig. (2-tailed) .000 .000 .000 .000 N 145 145 145 145 145 targets Pearson Correlation .590** 1 .331** .609** .566** Sig. (2-tailed) .000 .000 .000 .000 N 145 145 145 145 145

copy strategy Pearson Correlation .376** .331** 1 .358** .290** Sig. (2-tailed) .000 .000 .000 .000 N 145 145 145 145 145 implementati on and control Pearson Correlation .602** .609** .358** 1 .518** Sig. (2-tailed) .000 .000 .000 .000 N 145 145 145 145 145 cognitive Pearson Correlation .638** .566** .290** .518** 1 Sig. (2-tailed) .000 .000 .000 .000 N 145 145 145 145 145

**. Correlation is significant at the 0.01 level (2-tailed).

Table 5.1.4 Coefficients’ Model Unstandardized Coefficients Standardized Coefficients t Sig. B Std. Error Beta 1 (Constant) 5.198 .785 6.623 .000

problem to solve and communication objectives

1.425 .283 .423 5.045 .000

Targets .761 .257 .247 2.964 .004

creative strategy .031 .206 .010 .151 .880

Implementation and control .342 .265 .109 1.290 .199

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5.2 THE CORRELATION BETWEEN MANAGEMENT AND AFFECTIVE

Hypothesis 2 is supported by statistical analysis. It is hypothesized that good management of advertisers will improve affective degree of consumers by online advertising.

Lavidge and Steiner (1961) deem that if you want to move consumer from cognitive stage to affective stage, you must let them clearly know the related information in order to persuade them to like you product.

However, what kinds of information persuade consumers to like the product becomes an issue. Aaker (1996) argued that perceived quality can been one element to persuade consumers, and building brand loyalty and brand associations are the problems company must be noted. In order to let consumers like the product is also one of the communication objectives of advertisement (Usunier and Lee, 2009). Hence, advertisers should know what consumers would like.

Advertisers should obtain knowledge from everyone who is related to the product, including engineers, salespeople and consumers (Belch, 1998). The certain information of what consumers want is also significant here. Brand loyalty will be built if advertisers can lead consumers to have preference of the product, and this could drive long-term success (Hoyer & Brown, 1990).

Feedback which is based on researches analyzes the recall of advertisement, message comprehension and other responses; with feedback, advertisers can know better about the reasons of success or failure and adjust the advertisements as well (Belch, 1998). If advertisers can manage the feedback well, consumer would like or even prefer the product.

As Dave et al. (2000) point out that internet is one-to-many or many-to-many communication media, as the interactive nature of the World Wide Web provides the facility for feedback. Advertisement is not a monologue anymore, it becomes the dialogue (ibid), the management of communication can lead consumer to like and prefer advertised product, thus good management is meaningful.

In this study, the authors test the correlation between management and affective degree, in order to find relationship of two variables. The authors simplify four variables which are related to affective degree into one variable called “affective”. The internal correlation are presented in table 5.2.1, and from it we can see there is a

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very strong correlation between “affective” and other variables, with all results more than 0.8. Thus “affective” can represent overall variables of the affective degree.

Table 5.2.1 Internal Correlations of affection

affective liking preference

overall liking interest in related product affective Pearson Correlation 1 .850** .835** .830** .842** Sig. (2-tailed) .000 .000 .000 .000 N 145 145 145 145 145 liking Pearson Correlation .850** 1 .623** .632** .612** Sig. (2-tailed) .000 .000 .000 .000 N 145 145 145 145 145 preference Pearson Correlation .835** .623** 1 .591** .607** Sig. (2-tailed) .000 .000 .000 .000 N 145 145 145 145 145 overall liking Pearson Correlation .830** .632** .591** 1 .570** Sig. (2-tailed) .000 .000 .000 .000 N 145 145 145 145 145 interest in related product Pearson Correlation .842** .612** .607** .570** 1 Sig. (2-tailed) .000 .000 .000 .000 N 145 145 145 145 145

**. Correlation is significant at the 0.01 level (2-tailed).

Cronbach‟s Alpha scores is 0.709, which is more than 0.7, in