The Influence of Mobile Video Advertisement Context and Consumers' Learning Style on Advertising Effects

Abstract

Consumers' learning styles influence their attitudes toward advertisements and, in turn, their purchase intention. In particular, learning styles differ in terms of visual attention when viewing static objects. However, despite the increasing popularity of mobile video advertisements, few studies have used visual attention to observe consumer cognition and purchase intention. Additionally, there is a research gap regarding the influence of the context of mobile video advertisements on purchase intentions. Based on learning style theory, this study used an eye tracker to observe and record subjects' eye movements while watching advertisements to explore whether their visual attention modulates purchase intentions because of individual learning styles. Moreover, the study investigated whether consumers possessed global or sequential learning styles in the context of mobile video advertisements. A quasiexperimental factorial 2 (mobile video advertisement: contextual/noncontextual) × 2 (learning style: sequential/global) study was conducted in Taiwan, and 32 valid subjects were recruited. We used eye tracking and questionnaire methods to gather data. The research variables were analyzed to understand their interactions and operational definitions. We found that consumers with different learning styles have varying visual attention to different mobile video advertisement contexts and different levels of purchase intentions. The results of this study can be used as a reference for future studies on mobile video marketing, learning styles, and advertising contexts. Additionally, it can be useful for advertisers when designing advertisements that enhance consumers' purchase intentions.