review of academic article on descriptive & inferential statistics

Academic Article Review

Consumer Responses to Creative Platform of the Internet Advertising

By ChangHyun Jin and Jongwoo Jun

Review on Consumer Responses to Creative Platform of the Internet Advertising

by ChangHyun Jin and Jungwoo Jun

I . Purpose of the Study

The study was aimed at examining the creative factors and interactivity of internet advertisements and how it affects the consumers ' attitudes towards formation and processing of the information from this type of advertisement as well as exploring the existing relationship that may exist between the heuristic elements and click-through

intentions found on the World Wide Web

II . Questions /Hypothesis Mentioned in the Article

The authors of the article wrote the following hypotheses

sound perceptions of different web advertisements directly relates to individual 's attitude towards it

color perceptions also affect the consumer 's attitude towards the banner advertisement

text perceptions are also one of the creative factors in web advertising that relates to the consumer 's attitude towards banner ads

animated motion perceptions are directly related to the consumer 's attitude towards web advertising and

interactivity perceptions positively influence the attitude of consumers towards web advertising

III . DISCRIPTIVE STATISTICS

The researchers used tabular descriptive statistics in presenting the results of the data they 've gathered . This was shown in Table 1 entitled Correlation among the Variables , of the article . The researchers used Cronbach 's alpha to test the data they 've collected The results of the test showed that in all the seven measurement variables , the computation of the Cronbach 's alpha had exceeded the standard acceptance norm which was 0 .70 . This meant that all the data collected were in acceptable boundaries

IV . INFERENTIAL STATISTICS

The researchers used the T-test (normal reliability , discriminant validity , and convergent validity , in analyzing the descriptive data collected . Assessment for discriminant validity showed that the average variance taken from the variables were found to be higher as compared to the squared correlation between the variables which was a an indication of discriminant validity . The test in normal reliability showed that the average variance of the variables is higher than the minimum value thus indicating convergent validity . Even though not all of the variables had satisfied the t-value ratio , the overall factor loadings were enough to establish the convergent validity of the study

V . SUGGESTIONS

Suggestions for the use of Statistical Methods in this study would include increasing the sample size or selecting the sample from various groups . Increasing the number of randomly selected students , selecting students from various levels /degrees , and selecting samples from various populations are some ways to improve the descriptive data and also the inferences drawn from it . There are other factors , which contribute to the responses /reactions of consumers with regards to the creative platform of internet advertising , being limited in this study (e .g cultural differences

VI . VALIDITY ISSUES

In testing the hypotheses of the study given above , the researchers used a confirmatory factor analysis (CFA ) using EQS 5 .7b for Windows and the result of the analysis was...