Factors affecting consumers’ “Webad” visits

Abstract

Attracting consumers to a marketer Web site is critical to the effectiveness of a Web presence, and longer visits are a possible measure of success of these Web sites. Since marketers are interested in consumers’ longer visits at their Web sites, it becomes important to examine the factors that influence visits. The present study uses an empirical approach to determine the factors that affect individual exposure to material at Web sites created with a commercial intent.