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| Tekijä: | Wu, S-I. |
| Otsikko: | The relationship structure comparison on the internet advertising effects on different product involvement clusters |
| Lehti: | Journal of International Selling and Sales Management
2007 : VOL. 13:1, p. 31-55 |
| Asiasana: | internet advertising product involvement Taiwan |
| Kieli: | eng |
| Tiivistelmä: | The idea of this paper is to better the understanding of consumers' attitudes toward internet advertising. The paper examines the relationship between variables that influence the effects of advertising and the relationship structure of different product involvement clusters. The analysis of the data sample of 638 Taiwanese internet and cell phone users document, that differences regarding the influence variables and the relationship structure of advertising effect were significant among different involvement clusters. |
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