This study explores how interactive digital advertising (IDA) of product display shelves (PDS) affect consumer behavioral intention. Based on the S-O-R theory, we constructed a model in which IDA triggers behavioral intention via curiosity and attention, while this causal relationship is moderated by product familiarity and advertising appeal.
Two experimental studies were conducted to test the research model using data collected from convenience stores in Taiwan (Study 1: N = 234; Study 2: N = 255). The authors apply a Smart PLS 4.0 SEM and SPSS PROCESS macro-models 6 for analysis.
Study 1 shows that IDA (active/passive) leads to more favorable behavioral intention through serial mediation of curiosity and attention. Moreover, product familiarity moderates the effect of IDA on curiosity. Study 2 reveals that using rational advertising appeals in active information acquisition via DA can enhance the effectiveness of curiosity levels.
The findings provide more insight on how IDA influences consumer experiences and help formulate more effective strategies for driving the digital innovation.
