title: The effect of types of banner ad, Web localization, and customer involvement on Internet users' attitudes.
abstract: 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.
authors.affiliation: Institute of International Management, National Cheng Kung University, Tainan City, Taiwan. victor@mail.ncku.edu.tw
authors.forename: Jengchung Victor
authors.initials: JV
authors.lastname: Chen
authors.forename: William H
authors.initials: WH
authors.lastname: Ross
authors.forename: David C
authors.initials: DC
authors.lastname: Yen
authors.forename: Lerdsuwankij
authors.initials: L
authors.lastname: Akhapon
mesh_terms: 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