The effect of types of banner ad, Web localization, and customer involvement on Internet users' attitudes.
In this study, three characteristics of Web sites were varied: types of banner ad, Web localization, and involvement in purchasing a product. The dependent variable was attitude toward the site. In laboratory experiments conducted in Thailand and Taiwan, participants browsed versions of a Web site containing different types of banner ads and products. As a within-participants factor, each participant browsed both a standardized English-language Web site and a localized Web site. Results showed that animated (rather than static) banner ads, localized versions (rather than a standardized version) of Web sites, and high (rather than low) product involvement led to favorable attitudes toward the site.
Chen
Jengchung Victor
JV
Institute of International Management, National Cheng Kung University, Tainan City, Taiwan. victor@mail.ncku.edu.tw
Ross
William H
WH
Yen
David C
DC
Akhapon
Lerdsuwankij
L
D000328:Adult; D000329:Advertising / Q000379:methods*; D001292:Attitude to Computers; D003256:Community Participation / Q000379:methods / Q000523:psychology*; D003196:Computer Graphics; D003258:Consumer Behavior; D006801:Humans; D020407:Internet; D040541:Marketing / Q000379:methods*; D010565:Persuasive Communication; D012016:Reference Values; D013334:Students / Q000523:psychology; D013624:Taiwan; D013785:Thailand; D014584:User-Computer Interface; D055815:Young Adult