Abstract

Both the enhancement of display forms and the substance of advertising have benefited from the growing use of web-based technology. On the Web, animation has developed into a potent presenting format. Animation is not a magic bullet, despite its potential advantages. The study of efficient advertising tactics in the context of e-commerce has gained more interest from academics and practitioners. This study uses a lab experiment to explore the effects of presentation forms, content appropriateness, and shopping activities on ad recognition, drawing on ideas in cognitive psychology. The findings demonstrate that sudden and looming styles are useful for enhancing ad recognition. The forms, content relevance, and shopping tasks have a substantial three-way interaction on ad recognition. In particular, browsing tasks show the interaction of animation types and content relevancy, but searching tasks do not.

Key words: Effects of Formats, Content Coherence, Shopping Tasks, web-based technology, content appropriateness, three-way interaction