Internet as a push-and-pull advertising medium: Assessing Internet users' beliefs about and attitudes toward pop-up advertisements and search-engine sponsored links.

摘要

Built on the expectancy-value theory and the uses and gratifications theory, this study examined how the interplay of one advertiser-controlled factor (advertising format) and two sets of consumer-related factors (demographic variables and Internet motives) may influence an integrated set of response variables including beliefs, attitudes, avoidance intentions, and avoidance behaviors with regard to Internet advertising.;First, the study examined how advertising format could make a difference in Internet users' perceptions, attitudes, avoidance intentions and behaviors with regard to Internet advertising. Specifically, two advertising formats were selected: search-engine sponsored links and pop-up advertisements. Second, it examined within the context of the two advertising formats the relationships between two sets of consumer-related variables (traditional and Internet-related demographic variables and motives) and beliefs, which in turn influenced attitudes, avoidance intentions, and avoidance behaviors. Regarded as an integrated set of variables, the interrelationships between beliefs, attitudes, intentions, and behaviors were tested first. Then the relationships between the two sets of consumerrelated variables and beliefs were tested.;The research method was a cross-sectional online survey. A convenience sample (N=620) of respondents was used. Among them, 104 respondents were unaware of either one or both advertising formats. This group was compared on demographic variables with those who were aware of both formats. The remaining 516 respondents who were aware of both advertising formats were kept for the final statistical analyses addressing the research questions and hypotheses.;Consistent with the theoretical frameworks, the study confirmed the interrelationships between beliefs, attitudes, avoidance intentions, and avoidance behaviors and identified four salient beliefs about Internet advertising. Both advertising format and individual characteristics were found to influence these salient beliefs and eventually avoidance intentions and behaviors. Sponsored links, in comparison, received more positive perceptions and attitudes and were avoided less frequently. Within the context of each format, both demographic variables and Internet motives were found related to the beliefs. Among demographic variables, Internet-related demographic variables performed better in predicting beliefs than traditional demographic variables. Internet skill, Internet connection type, primary search engine used as well as motives for using the Internet for commercial information, shopping, entertainment, and communication purposes had significant influence on perceptions of online advertising. Less skilled users, broadband users, non-Google users as well as those who use the Internet more frequently for commercial information, shopping, or entertainment and who use the Internet less frequently for communication have less negative responses to online advertising.