Attitudes towards internet advertising : A cross-cultural study

Research output: Journal Publications and ReviewsRGC 21 - Publication in refereed journalpeer-review

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Original languageEnglish
Pages (from-to)158-176
Journal / PublicationInternational Journal of Internet Marketing and Advertising
Issue number2
Publication statusPublished - 2006


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.

Research Area(s)

  • Advertising attitude, Beliefs, Cross-cultural, Gender, Internet advertising