Influence of Native Video Advertisement Duration and Key Elements on Advertising Effectiveness in Mobile Feeds

Table 3

Mean values, standard deviations, and analysis of variance results concerning the questionnaires.

		M6	M15	U15	U30	F
Valence	Mean	3.43	3.89	4.40	3.93	4.70	<0.01
	SD	1.75	1.78	1.70	1.45
Arousal	Mean	5.43	5.05	5.25	5.36	0.77	0.51
	SD	2.05	1.83	1.63	1.53
Attitude toward the ad	Mean	4.23	4.34	4.15	4.40	0.65	0.58
	SD	1.35	1.32	1.42	1.29
Attitude toward the brand	Mean	4.54	4.88	4.73	5.09	2.69	0.05
	SD	1.42	1.25	1.29	1.00
Attitude toward the product	Mean	4.42	4.61	4.31	4.63	1.47	0.22
	SD	1.15	1.03	1.29	1.16
Intention to use	Mean	3.89	4.35	4.21	3.90	0.88	0.45
	SD	1.71	1.81	1.96	1.69
Intention to purchase	Mean	3.83	4.29	4.21	3.76	1.22	0.30
	SD	1.75	1.79	1.97	1.72
Intention to recommend	Mean	3.99	4.17	4.06	3.68	0.78	0.51
	SD	1.57	1.75	1.88	1.52
General attitude	Mean	4.40	4.61	4.40	4.71	0.88	0.45
	SD	1.19	1.07	1.23	0.96