Consumers' Responses to Different Advertising Formats and Their Impact on Purchase Intention

Abstract

In the contemporary digital age, the advertising market has become increasingly competitive and diverse, with the proliferation of numerous advertising channels and formats. Consequently, enterprises seeking to develop effective travel marketing strategies must understand consumers' reactions to different ads. To address this issue, the study collected data via questionnaires and used statistical methods like descriptive stats, reliability tests, to examine various ads (banner, pop-up,). Results show different types of advertisements elicit distinct consumer reactions and have varying impacts on purchase intentions. Specifically, certain formats, including banner ads, insert ads, floating ads, superstitial ads, native ads, and online video ads, were found to positively influence purchase intentions. Conversely, pop-up ads and rich media ads did not significantly affect purchase willingness. Based on this, brand owners should optimize effective ads by refining content and improving presentation. For less effective ones, they should rethink design and strategies to suit consumer preferences, attract attention, and boost purchase willingness. Overall, the study offers valuable guidance for enterprises in complex advertising environments, helping them navigate and succeed in marketing.