ScholarWorks@숙명여자대학교

초록

The current research investigates the effect of advertising perspective on consumer responses, with a focus on mediating role of presence, attitude toward an advertising, eWOM intention, and purchase intention. It also investigates the moderating role of the consumer’s system of thought in explaining this relationship. 2(Advertisement perspective: first-person/ third-person) X 2(System of thought: holistic thought/ analytic thought) between-subject design experiment is conducted to test hypotheses. The results of this study suggest that the first-person perspective advertising comparing to the third-person perspective advertising generates greater presence, more positive attitude toward an advertising, and eWOM intention. Also the moderating role of the system of thought on presence, attitude toward an advertising, eWOM intention, and purchase intention is revealed. Theoretical and practical implications of this study are discussed.

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