TY - JOUR
T1 - Attitudes towards internet advertising
T2 - A cross-cultural study
AU - Guo, Guoqing
AU - Cheung, Fanny Sau-Lan
AU - Leung, Wing-Fai
AU - Chow, Cheris Wing-Chi
PY - 2006
Y1 - 2006
N2 - 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. Copyright © 2006 Inderscience Enterprises Ltd.
AB - 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. Copyright © 2006 Inderscience Enterprises Ltd.
KW - Advertising attitude
KW - Beliefs
KW - Cross-cultural
KW - Gender
KW - Internet advertising
UR - http://www.scopus.com/inward/record.url?scp=33747339264&partnerID=8YFLogxK
UR - https://www.scopus.com/record/pubmetrics.uri?eid=2-s2.0-33747339264&origin=recordpage
U2 - 10.1016/j.pain.2005.12.022
DO - 10.1016/j.pain.2005.12.022
M3 - RGC 21 - Publication in refereed journal
SN - 1477-5212
VL - 3
SP - 158
EP - 176
JO - International Journal of Internet Marketing and Advertising
JF - International Journal of Internet Marketing and Advertising
IS - 2
ER -