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| Author: | Wu, S-I. |
| Title: | The relationship structure comparison of Internet advertising effects on different product involvement clusters |
| Journal: | Journal of international marketing and marketing research
2008 : JUN, VOL. 33:2, p. 87-111 |
| Index terms: | advertising Internet product involvement Taiwan Asia |
| Freeterms: | WWW |
| Language: | eng |
| Abstract: | This study aims at comparing and explaining the relationship (here as: r-ship.) btw. variables influencing the effects of advertising, that is, ad exposure, attitudes, beliefs, feelings, and judgments. A valid and reliable measurement method for Internet advertising effects is proposed. Developed is the r-ship. structure and performed is an empirical test using ANOVA, factor analysis, and Structural Equation Modeling (SEM). Based on data from a sample of more than 630 Taiwanese Internet users, it is shown among others that different involvement clusters have significant differences btw. influence variables and the r-ship. structure of advertising effect etc. |
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