The 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 Sohee Park 1, Jin-Wook Han 1 *, & Minsoo Kim 2 1 The Kyung Hee University & 2 Korea Institute of Sport Science [Purpose] [Methods] [Results and Conclusion] Key words:
Table 1. Demographic Characteristics Characteristics Classification Frequency Percent(%) Gender Age Usage Experience Male 114 45.1% Female 139 54.9% 20 s 241 95.3% 30 s 12 4.8% Yes 163 64.4% No 90 35.6% Total 253 100.0%
Table 2. Internal Consistency of Scales # of items Cronbach s α Message Type 3.786 Attitude toward advertising 4.897 Purchase intention 3.887 α
Table 3. MANOVA results for attitude toward an advertising and purchase intention Independent variables temporal distance(a) spatial distance(b) advertising type(c) Wilk s Lambda Hypothesis Error Power.983 2 244.017.424.941** 2 244.059.944.994 2 244.006.179 A B.978 2 244.022.547 A C.907*** 2 244.093.996 B C.652*** 2 244.348 1.000 A B C.559*** 2 244.441 1.000
α α Table 4. Results for 3-way ANOVA of an attitude toward an advertising Independent variables temporal distance(a) spatial distance(b) advertising type(c) mean square 1 1.424 4.139.043 1 1.155 3.357.068 1.518 1.504.221 A B 1 1.872 5.440.020 A C 1 5.413 15.734.000 B C 1 23.628 68.680.000 A B C 1 62.016 180.257.000 F p Table 5. Results for 3-way ANOVA of purchase intention Independent variables temporal distance(a) spatial distance(b) advertising type(c) mean square 1.480 1.004.317 1 7.282 15.239.000 1.225.471.493 A B 1.180.377.540 A C 1 9.495 19.870.000 B C 1 54.422 113.888.000 A B C 1 38.348 80.251.000 Table 6. Simple main effects of s on an attitude toward an advertising depending on the temporal distance source of variance at the distant future at the near future sum of F meas 1.337 1 1.337 13.037*** 4.485 1 4.485 3.888 F p
Fig. 1. Interaction effect of temporal and an advertising type on an attitude toward an advertising Table 7. Simple main effects on purchase intention depending on the temporal distance source of variance at the distant future at the near future sum of meas 6.113 1 6.113 12.792*** 3.519 1 3.519 7.363** F Fig. 2. Interaction effect of temporal and an advertising type on purchase intention
Table 8. Simple main effects of s on an attitude toward an advertising depending on the spatial distance source of variance at the long distance at the short distance sum of mean 14.815 1 14.815 43.062*** 9.036 1 9.036 26.266*** F Table 9. Simple main effects of s on purchase intention depending on the spatial distance source of variance at the long distance at the short distance sum of mean 29.330 1 29.330 61.379*** 25.101 1 25.101 52.529*** F Fig. 3. Interaction effect of spatial distance and an on an attitude toward an advertising Fig. 4. Interaction effect of spatial distance and an on purchase intention
Table 10. Simple interaction effect of temporal and spatial distance on the attitude toward an advertising depending on an source of variance sum of mean F distant future X long distance at distant future X near distance at.000 1.000.001 9.514 1 27.733 52.529*** Fig. 5. Interaction effect of temporal and spatial distance on the attitude toward an advertising depending on an near future X long distance at near future X short distance at 31.101 1 31.101 90.399*** 54.957 1 54.957 159. 740***
Table 11. Simple interaction effect of temporal and spatial distance on purchase intention depending on an source of variance distant future X long distance at distant future X near distance at near future X long distance at near future X short distance at sum of mean 5.078 1.000 10.626** 1.461 1 27.733 3.058 30.181 1 31.101 69.904 1 54.957 F 63.159 *** 146.288 *** Fig. 6. Interaction effect of temporal and spatial distance on purchase intention depending on an
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<Advertising message of high-level construals > <Advertising message type of low-level construals >