Open AccessThe effect of the temporal and spatial distance and the types of advertising messages on sport consumers’ attitude toward an advertising and purchase intentions: A Construal level theory perspective
Author(s) -
Sohee Park,
Han Jin-Wook,
MinSoo Kim
Publication year - 2017
Publication title -
cheyuk gwahag yeon-gu/cheyug gwahag yeon'gu
Language(s) - English
Resource type - Journals
eISSN - 2233-7938
pISSN - 1598-2920
DOI - 10.24985/kjss.2017.28.2.407
Subject(s) - construal level theory , advertising , perspective (graphical) , psychology , multivariate analysis of variance , exploratory factor analysis , exploratory research , social psychology , mathematics , business , statistics , sociology , developmental psychology , geometry , anthropology , psychometrics
Purpose The purpose of this study was to examine the effects of temporal and spatial distance and types of advertising messages on sport consumer’s attitudes toward and advertising and purchase intentions, based on the construal level theory. Methods Toward this end, 253 usable data were conducted using frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, MANOVA, and ANOVA with SPSS 24.0. Results and Conclusion The study obtained the conclusion that when using different types of messages, the consumer’s attitudes and purchase intentions are influenced by temporal distance, by spatial distance, and by the interaction between both factors.