The purpose of this study is to verify the structural causality of PPL advertising effects, ranging from product involvement and brand image to purchase intention. To that end, five internet communities of TV program viewers were surveyed. The results of empirical analysis are as follows.
First, verification of the structural causal relationship between PPL advertising effects, involvement, brand image, and purchase intention showed that there was a significant positive influence of PPL advertising effectiveness on the program involvement, brand image but no influence on purchase intention, and significant positive influence of program involvement on brand image, and significant positive influence of brand image on purchase intention.
In other words, the increase in PPL advertising effectiveness has significantly increased product involvement and brand image, but no direct impact on purchase intention. The result also showed that the brand image and willingness to purchase the product will increase significantly if the product's involvement increases, and that the willingness to purchase the product will also increase significantly if the brand image goes higher.
Second, the result of analyzing the direct effect, indirect effect, and total effect showed no direct effect of PPL advertising on the purchasing intention was not significant in the PPL advertising effect, but a significantly positive mediator effect and total effect on the purchase intention through involvement and brand image. However, the total effect of involvement on the intention of purchasing by means of a brand image was significant, but the mediated effect was not significant.
Third, the effects on involvement in PPL advertising, the influence on purchasing intent in PPL advertising, the influence on brand image in involvement resulted in male viewers being larger than female viewers, and the larger influence on purchasing intention in involvement by female viewers than male viewers.