The purpose of this study is to identify the relationship between a cognitive, affective response to travel agency's Internet Ad and Ad attitude, brand attitude, purchase intention, and to compare the results by the analysis methods.
The results and suggestions are as follows: First, the cognitive response with Ad attitude has positive effect in both analysis methods. The response with brand attitude has positive effect in regression analysis, but no effect in LISREL. Second, the affective response with Ad attitude and brand attitude have positive effect in regression analysis, but no effect in LISREL. Third, the response with between Ad attitude and brand attitude, Ad attitude and purchase intention, brand attitude and purchase intention have positive effect in both analysis methods.