Consumers' Attitude Towards Ads and Their Effectiveness on Purchase Intention

You are invited to participate in a research study. The purpose of this study is to understand consumers' views on interstitial ads played in-app and how it would affect their purchase intention. Interstitial ads are full-screen ads that cover the interface of their host app. They are usually displaced naturally between activities or during the pause between levels in a game.

This survey will take about 10 minutes to complete. Your responses are of the essence to my research which would consequently benefit the marketers and academia about delivering more effective and favourable advertisements.

All the information collected will be kept strictly confidential and used for research purposes only. The identity of participants will be stored anonymously. All information will be destroyed within 1 year upon the completion of this project.

If you have questions at any time about the study or the procedures, you may contact the researcher at 18226604@life.hkbu.edu.hk. If you feel you have not been treated according to the descriptions in this form, or your rights as a participant in research have been violated during the course of this project, you may contact the Research Ethics Committee by email at hkbu_rec@hkbu.edu.hk or by mail to Research Office, Hong Kong Baptist University, Kowloon Tong, Hong Kong.

Your participation in this study is voluntary; you may decline to participate without penalty. If you decide to participate, you may withdraw from the study at any time without penalty and without loss of benefits to which you are otherwise entitled. If you withdraw from the study before data collection is completed, your data will be destroyed.

Thank you for your participation.

I have read and understand the above information. I agree to participate in this study.