search query: @author Korgaonkar, P. / total: 4
reference: 1 / 4
« previous | next »
| Author: | Wolin, L. D. Korgaonkar, P. Lund, D. |
| Title: | Beliefs, attitudes and behavior towards Web advertising |
| Journal: | International Journal of Advertising
2002 : VOL. 21:1, p. 87-114 |
| Index terms: | ATTITUDES BEHAVIOURAL SCIENCE ADVERTISING INTERNET |
| Language: | eng |
| Abstract: | The authors state that to examine Web users' beliefs, attitudes and behavior towards Web advertising, Pollay and Mittal's (1993) belief model is tested via structural equation modeling. The results suggest the model is a robust Web advertising effectiveness measurement tool. Underlying the study are the hypotheses that Web users' attitudes towards Web advertising are a function of several belief factors and influence users' behavioral intention. Results indicate the belief factors - product information, hedonic pleasure, and social role and image - related positively to subjects' attitudes towards Web advertising. Web users' beliefs about materialism, falsity/no sense and value corruption related negatively to their attitudes towards Web advertising. |
« previous | next »
SCIMA