Abstract
ABSTRACT Nowadays, Internet advertising has a great potential in increasing customer's purchase intention. According to the literature, involvement significantly influences customer's online behavior and purchasing process; however, much of the present literature concentrates on independent and/or dependent effect of involvement on online shopping. This study focuses on the moderating role of involvement to explore the relationships among Internet travel advertising content design, Internet travel advertising attitude, Internet travel advertising effect, and purchase intention. The study collects a total of 386 responses and the data are examined with structural equation modeling. The results demonstrate that involvement as a moderator had the greatest effect on the relationship between Internet travel advertising attitude and Internet travel advertising effect. Involvement also influenced the relationship between Internet travel advertising content design and Internet travel advertising attitude followed by the relationship between Internet travel advertising effect and purchase intention. In addition, several practical implications have been discussed.
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