Özet:

In this study, the effect of the attitude towards print advertisements on the intention to purchase the product and the moderating role of product involvement on this effect is investigated in terms of female consumers. In this context, data were collected through a structured questionnaire technique from 500 female consumers aged 18 and over living in Turkey, using two different printed advertisement images with feminine and masculine gender identity codes for the wristwatch product. In the data analysis, explanatory factor analysis, confirmatory factor analysis, regression analysis for direct effects, and moderation analysis for moderating effects were performed via the PROCESS macro. As a result of the analyzes, the attitude of female consumers towards advertising influences their intention to purchase the product for both advertisement images. In addition, as the product involvement levels of female consumers increases, the effect of their attitude toward advertising on their intention to purchase heightens. This finding shows that product involvement positively moderates the relationship between attitude towards advertising and purchase intention.

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