Attitude toward the online advertising format: A reexamination of the attitude toward the ad model in an online advertising context.

摘要

This dissertation introduced a new construct-attitude toward the online advertising format (A_format)—and demonstrated its relevance in the attitude-toward-the-ad (A_ad) model.; As the online advertising environment becomes more cluttered, technological possibilities expand, and expenditures show improvement, an understanding of consumers' attitudes toward the various online advertising formats is critical.; In Study 1, depth interviews with Web surfers and online advertising experts identified 15 perceptions of online advertising formats. The interviews also determined six online advertising formats for future study including banners, pop-ups, skyscrapers, large rectangles, floating ads, and interstitials.; In Study 2, a survey with a student sample was used to determine the influence of A_format on A_ad and the ability of the perceptions identified in the first study and other variables to predict A_format .; The regression equation revealed that while A_format was a significant predictor of A_ad, attitude toward online advertising was not. The influence of A_format on A_ad is particularly important given that A_ad is a documented precursor of brand attitude, brand choice, and purchase intentions.; Online ad perceptions were found to be related to A_format for all six online ad formats tested. The formats differed in terms of the specific perceptions that were significantly correlated with attitude toward each format. The other hypothesized predictors of A_format (i.e., attitude toward online advertising, attitude toward the Web site, and attitude toward the Internet) were found to be either significantly correlated with only certain formats or not significantly correlated at all.; Study 3 produced descriptive data on A_format using a national survey of 1,075 adults. This study also determined how each format was rated on the perceptual dimensions and tested the ability of perceptions to predict A_format.; The data supported the three hypotheses of this study. Web users possess significantly different attitudes across formats. Users also hold a varied combination of perceptions about each format. Furthermore, the three perceptions of entertainment, annoyance, and information have a significant impact on A_format.