Designing Structural Equation Model of Attitude towards Advertisements, Arousal and Future Intention of Sport Service Consumers in Cognitive Advertisements

The aim of this study was designing a structural equation model (SEM) of attitude towards advertisements (Aad), arousal and future intention (FI) of sport service consumers in cognitive advertisements. Method research was descriptive - correlation. The statistical population consisted of all University of Tehran students. For sampling, 440 students were selected based on stratified random sampling. For gathering data, three main questionnaires were used: Aad questionnaire (Wells et al., 1971), Arousal questionnaire (Mehrabian & Russell, 1988) and FI questionnaire (Machleit & Wilson, 1988). Their reliabilities were determined by Alpha Cronbach as (α=0.96) for Aad questionnaire, (α=0.90) for Arousal questionnaire and (α=0.93) for FI questionnaire. The SEM was used to analyze data. To examine relationships among the variables, the output of the software AMOS 20 represented the fitness of the structural model (The index rates were GFI=0.94, AGFI=0.92, NFI=0.97, CFI=0.97 & RMSEA=0.059 which showed the appropriate SEM). In other words, the observed data were similar to study design. The results indicated that Aad (β=0.45) and arousal (ϒ=0.32) could predict FI of consumers. Also, there was a significant relationship between Aad and arousal (ϒ=0.88). According to the results, the arousal understanding and Aad are essential for marketers and managers to create the positive purchase behaviors in the sport service consumers.