Attitudes towards internet advertising: a cross-cultural study

Guoqing Guo; Fanny Sau-Lan Cheung; Wing-Fai Leung; Cheris Wing-Chi Chow

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Attitudes towards internet advertising: a cross-cultural study

机译：对互联网广告的态度：跨文化研究

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摘要

This study is based on a survey of university students from three cities, Beijing, Hong Kong and Warwick, to study the attitude towards internet advertising. Cross-cultural difference is the main issue. It is found that cross-cultural difference does exist but it is surprising that Beijing respondents have a more favourable attitude towards internet advertising. Effects of different belief statements and three dimensions of belief statements, economic, personal and regulatory dimensions, are found to have positive effects on the attitude of the respondents. Cultural difference is found on regulatory dimensions. Gender difference exists for Hong Kong respondents and cultural difference is also supported on gender difference. Low click-through rate is a long-existing problem for the advertisers. The strong negative attitude towards internet advertising may help to explain this. Instead of concentrating on pushing up audience attention, emphasis should be laid on improving attitude.

机译：这项研究基于对来自北京，香港和沃里克三个城市的大学生的调查，以研究他们对互联网广告的态度。跨文化差异是主要问题。发现确实存在跨文化差异，但令人惊讶的是，北京受访者对互联网广告持更有利的态度。人们发现，不同的信念陈述和信念陈述的三个维度（经济，个人和法规维度）的影响对受访者的态度具有积极影响。在监管方面发现文化差异。香港受访者存在性别差异，性别差异也支持文化差异。对于广告客户而言，低点击率是一个长期存在的问题。对互联网广告的强烈否定态度可能有助于解释这一点。与其专注于提高观众的注意力，不如将重点放在改善态度上。

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来源
《International Journal of Internet Marketing and Advertising》 |2006年第2期|p.158-176|共19页
作者
Guoqing Guo; Fanny Sau-Lan Cheung; Wing-Fai Leung; Cheris Wing-Chi Chow;
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作者单位

Remin University of China, Beijing 100872, PR China;

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原文格式 PDF
正文语种 eng
中图分类计算技术、计算机技术;
关键词
advertising attitude; beliefs; cross-cultural; gender; internet advertising;

机译：广告态度信念跨文化性别互联网广告;

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Attitudes towards internet advertising: a cross-cultural study

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