Contributing Factors Affecting Online AD Clicking Behavior and their Impact to Consumers’ Choice

This study examined the factors affecting online advertisement-clicking behavior and their influence on consumers' choice among respondents from Limketkai, Cagayan de Oro City, and the University of Science and Technology of Southern Philippines (USTP). Specifically, it profiled respondents according to age, gender, and social status; assessed their perceptions of consumer need, advertisement attractiveness, advertisement-clicking behavior, and consumers' choice; examined differences in advertisement-clicking behavior across consumer need and advertisement attractiveness groups; and determined the influence of consumer need and advertisement attractiveness on consumers' choice. A descriptive research design was employed using a validated self-administered questionnaire completed by 100 purposively selected respondents. Descriptive statistics, independent-samples t-tests, and simple regression analyses were used to analyze the data. The findings revealed generally low levels of consumer need, advertisement attractiveness, and advertisement-clicking behavior, whereas consumers' choice was rated at a fair level. No significant differences were observed in advertisement-clicking behavior across consumer need and advertisement attractiveness groups. However, consumer need and advertisement attractiveness significantly and positively predicted consumers' choice, with consumer need demonstrating the stronger predictive effect. The findings indicate that advertisement-clicking behavior and consumers' choice represent distinct dimensions of online consumer response and underscore the importance of consumer-centered, relevant, credible, personalized, and visually appealing advertising strategies in influencing purchasing decisions.

online advertising; advertisement-clicking behavior; consumer choice; consumer need; advertisement attractiveness

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