haku: @indexterm Consumer attitudes / yhteensä: 469
viite: 147 / 469
Tekijä: | Chen, Q. Wells, W. D. |
Otsikko: | Attitude toward the site |
Lehti: | Journal of Advertising Research
1999 : SEP/OCT, VOL. 39:5, p. 27-37 |
Asiasana: | Market research Internet Information technology Consumer attitudes Models Methodology USA |
Vapaa asiasana: | WWW |
Kieli: | eng |
Tiivistelmä: | 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. |
SCIMA