Structural effects of cognitive and affective reponses to web advertisements, website and brand attitudes, and purchase intentions: The case of casual-dining restaurants

This study investigates the structural relationships among responses to website advertisements, website attitudes, brand attitudes, and purchase intentions in the case of web advertisements for casual-dining restaurants. Responses toward advertising (Rad) factors were categorized as cognitive responses and affective responses. The SEM model in LISREL was used to examine the interrelationships among the proposed hypothesized constructs. Several empirical results were obtained. First, Rad had a positive effect on website attitudes. Second, website attitudes had a positive effect on brand attitudes. Third, brand attitudes had a positive effect on purchase intentions. Finally, some discussion and implications of the study are provided.

Research highlights► Both cognitive and affective responses to web advertisements positively influence website attitudes, brand attitudes, and purchase intentions in the case of casual-dining restaurants. ► Website attitudes positively influence brand attitudes, which in turn positively influences purchase intentions. ► The current study helps a better understanding of how customers perceive restaurant websites and how attitudes formed on web advertisements influence customer behaviors.