Since 2014
PERSUASIVENESS OF ONLINE ADVERTISEMENT WITH FEAR APPEALS: THE INFLUENCE OF SELF-REGULATORY FOCUS AND INVOLVEMENT
International Journal of Electronic Commerce Studies
View Archive Info| Field | Value | |
| Title |
PERSUASIVENESS OF ONLINE ADVERTISEMENT WITH FEAR APPEALS: THE INFLUENCE OF SELF-REGULATORY FOCUS AND INVOLVEMENT
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| Creator |
Wang, Chih-Chien; National Taipei University
Tsai, Hsien-Tung; National Taipei University Lee, Ming-Chian; National Taipei University |
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| Subject |
Self-Regulatory Focus; Fear Appeals; Online Advertisement
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| Description |
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.
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| Publisher |
Academy of Taiwan Information Systems Research
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| Date |
2012-08-24
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| Type |
info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion — |
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| Format |
application/pdf
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| Identifier |
http://academic-pub.org/ojs/index.php/ijecs/article/view/1022
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| Source |
International Journal of Electronic Commerce Studies; Vol 3, No 1 (2012); 187-190
2073-9729 |
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| Language |
eng
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| Relation |
http://academic-pub.org/ojs/index.php/ijecs/article/view/1022/133
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| Rights |
Copyright (c) 2014 International Journal of Electronic Commerce Studies
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