The effect of types of banner ad, Web localization, and customer involvement on Internet users' attitudes

Jeng-Chung Chen, William H. Ross, David C. Yen, Lerdsuwankij Akhapon

Research output: Contribution to journalArticle

9 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)71-73
Number of pages3
JournalCyberpsychology and Behavior
Volume12
Issue number1
DOIs
Publication statusPublished - 2009 Feb 1

Fingerprint

Internet
Websites
customer
Thailand
Taiwan
Language
laboratory experiment
English language
Purchasing
Experiments

All Science Journal Classification (ASJC) codes

  • Communication
  • Applied Psychology
  • Human-Computer Interaction

Cite this

Chen, Jeng-Chung ; Ross, William H. ; Yen, David C. ; Akhapon, Lerdsuwankij. / The effect of types of banner ad, Web localization, and customer involvement on Internet users' attitudes. In: Cyberpsychology and Behavior. 2009 ; Vol. 12, No. 1. pp. 71-73.
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The effect of types of banner ad, Web localization, and customer involvement on Internet users' attitudes. / Chen, Jeng-Chung; Ross, William H.; Yen, David C.; Akhapon, Lerdsuwankij.

In: Cyberpsychology and Behavior, Vol. 12, No. 1, 01.02.2009, p. 71-73.

Research output: Contribution to journalArticle

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