Factors Influencing College Students Advertising Attitudes and Purchase Intention toward Online Advertisements in Chengdu, China

Purpose: This study examines how college students in Chengdu form purchase intention toward products promoted through online advertisements by focusing on advertising attitude. Research design, data and methodology: A quantitative survey design was employed to investigate students’ perceptions of online advertising. Data were collected from undergraduate students at Sichuan University of Media and Communications using proportional quota allocation. The questionnaire was validated through item objective congruence assessment and a pilot test before the main survey. A total of 500 valid responses were obtained through an online self-administered questionnaire adapted from established measurement scales. A two-step structural equation modeling approach was applied, using confirmatory factor analysis and structural model estimation. Results: The results indicate that advertising value has a significant positive effect on advertising attitude. Advertising attitude, informativeness, entertainment, interactivity, and trust significantly influence purchase intention. Interactivity (β = 0.315) and trust (β = 0.257) exhibit relatively stronger effects on students’ purchase intention. Conclusions: The findings highlight the central role of advertising attitude in shaping college students’ online purchase intentions and show that advertising characteristics operate both attitudinally and directly. The study suggests that effective online advertisements should enhance value, clarity, interactivity, and trust to strengthen purchase intention among the student market in Chengdu.