The influence of language of advertising on customer patronage intention: testing moderation effects of race
The purpose of this paper is to examine how the language of advertising (LA) influences customer patronage intention (CPI) towards health insurance products in Malaysia. The research also considers the moderating effects of race between LA and CPI. In order to test the hypothesized model, this stu...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
IDOSI Publications
2014
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/38586/ http://irep.iium.edu.my/38586/ http://irep.iium.edu.my/38586/ http://irep.iium.edu.my/38586/1/10.pdf |
| Summary: | The purpose of this paper is to examine how the language of advertising (LA) influences customer
patronage intention (CPI) towards health insurance products in Malaysia. The research also considers the
moderating effects of race between LA and CPI. In order to test the hypothesized model, this study uses the
responses from a sample of 160 customers of different health insurance service providers in Malaysia. A
questionnaire was formed using the required measures from existing literature and the structural equation
modeling (SEM) was used to examine the proposed model. The results show that the moderating effects of race
were strong between languages of advertising and customer patronage intention. The result also displays a
significantly positive relation between advertising languages and customer patronage intention towards health
insurance products in Malaysia. The researchers suggest that a coherent and persuasive advertising language
be used by health insurance providers. |
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