Research On Business Opportunity Advertising Effectiveness Measurement Model Based On The Dual Mediation Model

Business opportunity advertising is the unique form of advertising in Direct Selling, which aims to show business opportunity to attract people to join. For such a new type of advertising, there were few researches on it. This paper aims to construct a psychological effect model to evaluate the advertising effectiveness. With experimental investigation in the basis of Dual Mediation Hypothesis, the paper discussed the relationships among the subject's knowledge of Direct Selling(Dkn), prior business attitude(PAbu), advertising cognitive response(Cad), attitude toward advertising(Aad), business cognitive response(Cbu), business attitude(Abu) and engage intention(Ei). According to the result of CFA and SEM analysis, the author got the following conclusions: (1) Subject's knowledge of direct selling significantly affects the business cognitive response; (2) Prior business attitude significantly affect the advertising attitude, advertising cognitive response and business attitude; (3) advertising attitude has no significant direct impact on business attitude, but significantly affect the business cognitive; (4) business cognitive significantly affect the business attitude; (5) business attitude is the important factor in affecting engage intention. The paper finally discussed the theoretical contributions of this study and practical significance, and also pointed out the limitations of this study and future research directions.