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Web Advertising Value and Students’ Attitude Towards Web Advertising

机译:网络广告的价值和学生对网络广告的态度

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Internet has changed the type of relationship between advertisers, advertising agencies, the media and consumers. Rapid growth in Web Ad (WA) revenues indicates the viability of WA as an alternative to that of traditional media. This rapid expansion of advertising to web sites requires a better understanding about users' perceptions of Web Ads since attributes of the media can affect consumer attitudes towards advertising. Therefore, it has also become increasingly important for today's advertisers to create favorable attitudes towards their Websites. The aim of this research is to identify attitudes of Internet users towards web advertising. In other words, this study investigates the interrelationships between Web Advertising Value (WAV) and Attitude Towards Web Advertising (AWA). The antecedents of advertising value namely, irritation, informativeness, credibility, entertainment will also be incorporated. Data is collected from 413 students of Marmara University Faculty of Business Administration. Responses are evaluated via structural equation modelling which enables researchers to offer a model that explain consumer behavior in online environments.
机译:互联网已经改变了广告商,广告代理商,媒体和消费者之间的关系类型。 Web广告(WA)收入的快速增长表明,WA可以替代传统媒体。广告到网站的这种迅速扩展要求更好地了解用户对Web广告的看法,因为媒体的属性会影响消费者对广告的态度。因此,对于当今的广告主而言,对他们的网站建立有利的态度也变得越来越重要。这项研究的目的是确定互联网用户对网络广告的态度。换句话说,本研究调查了Web广告价值(WAV)和对Web广告的态度(AWA)之间的相互关系。广告价值的前身,即刺激性,信息性,信誉性,娱乐性也将被纳入。数据收集自马尔马拉大学工商管理学院的413名学生。通过结构方程模型评估响应,这使研究人员能够提供一个模型来解释在线环境中的消费者行为。

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