Beliefs, attitudes and behaviour towards Web advertising

To examine Web users' beliefs, attitudes and behaviour towards Web advertising, Pollay and Mittal's (1993) belief model is tested via structural equation modelling. 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' behavioural 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. Web advertising attitudes impacted on reported behaviour towards Web advertising such that the more positive Web users' attitudes were towards Web advertising, the greater the likelihood that they would respond favourably to Web ads. In addition, the higher the respondents' income and education, the more negative their reported behaviour towards Web advertising.

[1]  Julie A. Edell,et al.  The Impact of Feelings on Ad-Based Affect and Cognition , 1989 .

[2]  Alice E. Courtney,et al.  Advertising in America: The Consumer View , 1969 .

[3]  Jonathan P. Caulkins,et al.  The relationship between advertising and content provision on the Internet , 1998 .

[4]  D. Hoffman,et al.  Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations , 1996 .

[5]  K. Seltman.  Marketing for management. , 2004, Marketing health services.

[6]  Gary A. Steiner,et al.  A Model for Predictive Measurements of Advertising Effectiveness , 1961 .

[7]  Kuen-Hee Ju-Pak,et al.  Content dimensions of Web advertising: a cross-national comparison , 1999 .

[8]  Robert A. Peterson,et al.  Electronic Marketing and the Consumer , 1997 .

[9]  William R. Darden,et al.  Consumer Attitudes toward Marketing and Consumerism , 1972 .

[10]  Supercomputing Applications.  SURVEY OF INTERNET USERS’ ATTITUDES TOWARD INTERNET ADVERTISING , 1999 .

[11]  Darrel D. Muehling.  An Investigation of Factors Underlying Attitude-Toward-Advertising-in-General , 1987 .

[12]  John E. Newhagen,et al.  Why Communication Researchers Should Study the Internet: A Dialogue , 1996, J. Comput. Mediat. Commun..

[13]  Fred S. Zufryden,et al.  Zapping and its impact on brand purchase behavior , 1993 .

[14]  Nikunj P. Dalal,et al.  Web home pages as advertisements , 1999, CACM.

[15]  Banwari Mittal,et al.  Here's the Beef: Factors, Determinants, and Segments in Consumer Criticism of Advertising , 1993 .

[16]  L. F. Alwitt,et al.  Functional and belief dimensions of attitudes to television advertising: Implications for copytesting. , 1992 .

[17]  James E. Haefner,et al.  Public Attitudes Toward Advertising: More Favorable Than You Might Think , 1998 .

[18]  Michael Zeisser,et al.  The real impact of Internet advertising , 1997 .

[19]  Richard G. Netemeyer,et al.  Assessing the Cross-National Applicability of Consumer Behavior Models: A Model of Attitude toward Advertising in General , 1993 .

[20]  Karl G. Jöreskog,et al.  Lisrel 8: Structural Equation Modeling With the Simplis Command Language , 1993 .

[21]  Linda F. Alwitt,et al.  Identifying who dislikes television advertising: not by demographics alone , 1994 .

[22]  R. Lutz.  Affective and cognitive antecedents of attitude toward the ad : A conceptual framework , 1985 .

[23]  Eric J. Karson,et al.  Direct marketing advertising: The assents, the dissents, , 1997 .

[24]  Eric J. Karson.  Direct Marketing Advertising: The Assents, The Dissents, and The Ambivalents , 1997 .

[25]  J. Farley,et al.  How Advertising Affects Sales: Meta-Analysis of Econometric Results , 1984 .

[26]  Robert H. Ducoffe.  ADVERTISING VALUE AND ADVERTISING ON THE WEB , 1996 .

[27]  Anand Kumar,et al.  Web Commercials and Advertising Hierarchy-of-Effects , 2000, Journal of Advertising Research.

[28]  Banwari Mittal.  Public assessment of TV advertising: faint praise and harsh criticism , 1994 .

[29]  Ross D. Petty,et al.  Interactive marketing and the law: The future rise of unfairness , 1998 .

[30]  Alaina Kanfer,et al.  Survey of Internet users’ attitudes toward Internet advertising , 1999 .

[31]  Edward Comor,et al.  Household Consumption on the Internet: Income, Time, and Institutional Contradictions , 2000 .

[32]  B. Calder,et al.  New media interactive advertising vs. traditional advertising , 1998 .

[33]  Dennis L. Hoffman,et al.  Marketing in Hypermedia Computer-Mediated Environments : Conceptual Foundations 1 ) , 1998 .

[34]  Kristian S. Palda.  The Hypothesis of a Hierarchy of Effects: A Partial Evaluation , 1966 .

[35]  Michael T. Elliott,et al.  Predictors of Advertising Avoidance in Print and Broadcast Media , 1997 .

[36]  Terrence O'Brien,et al.  Stages of Consumer Decision Making , 1971 .

[37]  M. Holbrook,et al.  Consumer Responses to Advertising: The Effects of Ad Content, Emotions, and Attitude toward the Ad on Viewing Time , 1991 .

[38]  William R. Swinyard,et al.  Information Response Models: An Integrated Approach , 1982 .

[39]  N. Hollis,et al.  Advertising on the Web: is there response before click-through? , 1997 .

[40]  Boris W. Becker,et al.  Personal values of the heavy user of mass media. , 1981 .

[41]  R. Watson,et al.  Attractors: Building Mountains in the Flat Landscape of the World Wide Web , 1998 .

[42]  Gordon C. Bruner,et al.  Webpage Background and Viewer Attitudes , 2000, Journal of Advertising Research.