search query: @author Chen, Q. / total: 7
reference: 6 / 7
| Author: | Chen, Q. Wells, W. D. |
| Title: | Attitude toward the site |
| Journal: | Journal of Advertising Research
1999 : SEP/OCT, VOL. 39:5, p. 27-37 |
| Index terms: | Market research Internet Information technology Consumer attitudes Models Methodology USA |
| Freeterms: | WWW |
| Language: | eng |
| Abstract: | Attitude toward the Ad (A_AD) is widely used in studies of traditional mass media advertising. As e-commerce becomes more important, Attitude toward the Site (A_ST) will gain parallel status in evaluating effectiveness. In this study, it is developed and presented a reliable and valid scale that measures Attitude toward a Website (A_ST). There is developed and presented additional scales that provide more detailed information. Reasons for high and low evaluations are discussed and illustrated. |
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