The Moderating Effect Of Celebrity Preferences And Hedonism Personality On The Relationship Of Perceived Instrusiveness, Consumer Attention And Purchase Intention
DOI:
https://doi.org/10.22441/jimb.v7i3.13582Keywords:
Celebrity preference, hedonism personality, perceived intrusiveness, consumer attention, purchase intention, SOR TheoryAbstract
The study investigates the moderating effect of celebrity preference and hedonism personality on the relationship between perceived intrusiveness, consumer attention, and intention to purchase internet users by applying SOR Theory as a foundation. This study focuses on K-Popers among teenagers. A total of 400 samples were used in this study. The sample is split into two groups, with 200 samples including advertisements that fit the respondents' preferences and have a high hedonism personality and 200 samples containing advertisements that didn’t fit the respondents' preferences and have a low hedonism personality. Multi-group moderation was performed using AMOS ver.22 with the stats tools package software, and data were analyzed using IBM SPSS Statistics 16. As expected, the higher the level of distraction perceived by the user, the lower consumer attention to the advertisement. In contrast, the less distracted individuals are, the more attention they pay to commercials. Then, the more individuals pay attention to the ads, the more likely they are to make a purchase. According to additional research, celebrity preference and hedonism personality are proven to be moderate.
Downloads
Downloads
Published
How to Cite
Issue
Section
License
The copyright of this article was transferred to Universitas Mercu Buana if and when the article was accepted for publication. The undersigned below transfers all and all rights in and to paper including without limitation all copyright to UMB. The undersigned states and guarantees that the paper is genuine and that he is the author of the paper, except material that is clearly identified as the original source, with the notification of the permission of the copyright owner if necessary and has the power and authority to make and carry out this assignment. We state that this paper has not been published in the same form elsewhere.
Furthermore, I / We hereby transfer unlimited publicity rights to the above mentioned papers as a whole to Universitas Mercu Buana. Copyright transfers include the right to reproduce and distribute articles, including reprints, translations, photo reproductions, microforms, electronic forms (offline, online) or other reproductions that have similar properties. The appropriate author signs and accepts the responsibility for releasing this material on behalf of each and all co-authors. This agreement must be signed by at least one of the authors who has obtained approval from the co-author (s) where applicable.
After the submission of this agreement is signed by the appropriate author, changes in authorship or in the order of the registered author will not be accepted. Retained Rights / Provisions and Conditions Although the author is permitted to reuse all or part of the Work in another work, this does not include giving a third party request for reprinting, republishing, or any other type of reuse.
