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| Author: | Wu, S-I. Chen, J-H. Liu, P-L. |
| Title: | The relationship model of Internet advertising effect |
| Journal: | Journal of international marketing and marketing research
2011 : JAN, VOL. 36:1, p. 3-23 |
| Index terms: | advertising Internet product involvement models Asia Taiwan |
| Language: | eng |
| Abstract: | This study deals with the related influential factors of Internet advertising (hereafter as: I-advg.) effect and its relationship model by structural equation modeling (SEM). The focus of the study is on computer advertising (as: advg.) via Internet. Based on data including nearly 650 valid questionnaires gathered from a survey of Internet users in Taiwan, it is found that the two exogenous variables have significant influence on attitudes towards I-advg., further influencing on I-advg. effect. Thus, the effect of I-advg. can get enhanced through two paths: 1. designing appropriate advg. content suitable to Internet users' preferences, and 2. targeting the consumers having high product involvement and increasing advg. exposure. |
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