Author:
Saadeghvaziri Faraz,Dehdashti Zohreh,Reza Kheyrkhah Askarabad Mohammd
Abstract
Purpose
– The purpose of this paper is to investigate beliefs about and attitudes toward Web advertising (ATWA) among Iranian consumers, and the relationships between belief factors, ATWA, consumers’ Web advertising behavior, and purchase intention.
Design/methodology/approach
– A quantitative, non-experimental, and descriptive-analytic survey design was used in this study. Data were collected from students of two big universities in Iran. A total of 416 questionnaires provided usable data and were analyzed using AMOS.
Findings
– Product information, hedonic, social role, and irritation were significant predictors of ATWA. ATWA were found to be a significant positive predictor of consumer's Web advertising behavior and purchase intention.
Research limitations/implications
– The limitation is that convenience sampling was used in the research which may have resulted in sampling biases.
Originality/value
– The paper extended the current body of knowledge on Web advertising by investigating the role of two new factors in Web advertising context. It has been conducted based on Wolin et al.'s (2002) work along with two additional factors; irritation and purchase intention.
Subject
General Environmental Science
Reference58 articles.
1. Aziz, N.A.
and
Ariffin, A.A.
(2010), “Exploring consumers attitude toward web advertising and its influence on web ad usage in Malaysia”, Jurnal Pengurusan, No. 31, pp. 55-63.
2. Bakewell, C.
and
Mitchell, V.W.
(2006), “Generation y female consumer decision-making styles”, International Journal of Retail & Distribution Management, Vol. 31 No. 2, pp. 95-106.
3. Ball, A.D.
and
Tasaki, L.H.
(1992), “The role and measurement of attachment in consumer behavior”, Journal of Consumer Psychology, Vol. 1 No. 2, pp. 155-172.
4. Bauer, H.H.
,
Barnes, S.J.
,
Reichardt, T.
and
Neuman, M.M.
(2005), “Driving consumer acceptance of mobile marketing: a theoretical framework and empirical study”, Journal of Electronic Commerce Research, Vol. 6 No. 3, pp. 181-192.
5. Bauer, R.A.
and
Greyser, S.A.
(1968), Advertising in America: The Consumer View, Harvard University Press, Boston, MA.
Cited by
21 articles.
订阅此论文施引文献
订阅此论文施引文献，注册后可以免费订阅5篇论文的施引文献，订阅后可以查看论文全部施引文献