题名 |
Persuasiveness of Online Advertisement with Fear Appeals: the Influence of Self-Regulatory Focus and Involvement |
作者 |
Chih-Chien Wang;Hsien-Tung Tsai;Ming-Chian Lee |
关键词 |
Self-Regulatory Focus ; Fear Appeals ; Online Advertisement |
期刊名称 |
International Journal of Electronic Commerce Studies |
卷期/出版年月 |
3卷1期(2012 / 06 / 01) |
页次 |
187 - 190 |
内容语文 |
英文 |
英文摘要 |
This study investigates the influence of self-regulatory focus on the persuasiveness of online advertisement having fear appeals. The empirical survey results of 170 voluntary participants revealed that content with fear appeals could be used to persuade audiences with self-regulatory prevention focus. |
主题分类 |
基礎與應用科學 >
資訊科學 社會科學 > 經濟學 社會科學 > 財金及會計學 社會科學 > 管理學 |
参考文献 |
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被引用次数 |