Online ads in familiar and unfamiliar sites: effects on perceived website quality and intention to reuse

摘要

Electronic commerce is an integral part of most businesses today. The perceived quality of the website and whether users intend to reuse the site are of primary concern to online businesses. There are various factors that influence customers' intentions to reuse a site. In this paper, we investigate two of these factors: whether the site is familiar to the user and whether there are online advertisements on the website. The results indicate that familiarity and online ads do have an impact on quality and reuse, although it is not entirely as expected.