Advertisement Placement in Online Knowledge: The Effect of Advertisement Placement on Perceived Information Quality and Reuse of Online QA Services.

摘要

This study aimed to investigate the importance of managing perceived information quality in open knowledge sharing Q&A services. Especially, advertisement placement inside information is examined whether it has the effect on changing users' perceived information quality, satisfaction, and behavior intention. One of the Q&A samples was randomly shown to the respondents, and their perceptions were surveyed. With a structured equation model and ANOVA test the data were analyzed. The results explain the effect that advertising information may bring about and also the results show that the individual perception on the additional advertisement placement may vary depending on the characteristics of information topics. In addition, this study implies the particular needs on controlling the advertisement placement inside the information of everyday topics and on managing. These results extend the understanding of the advertisement placement inside information of open knowledge sharing services and guide online information service managers to manage their information with more care placed on advertisement placement so as to increase user satisfaction and behavior intention.