haku: @journal_id 4675 / yhteensä: 62
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| Tekijä: | Wu, S-I. |
| Otsikko: | The relationship structure comparison of Internet advertising effects on different product involvement clusters |
| Lehti: | Journal of international marketing and marketing research
2008 : JUN, VOL. 33:2, p. 87-111 |
| Asiasana: | advertising Internet product involvement Taiwan Asia |
| Vapaa asiasana: | WWW |
| Kieli: | eng |
| Tiivistelmä: | 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. |
SCIMA