TY - JOUR
T1 - The effect of types of banner ad, Web localization, and customer involvement on Internet users' attitudes
AU - Chen, Jeng-Chung
AU - Ross, William H.
AU - Yen, David C.
AU - Akhapon, Lerdsuwankij
PY - 2009/2/1
Y1 - 2009/2/1
N2 - 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.
AB - 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.
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U2 - 10.1089/cpb.2008.0199
DO - 10.1089/cpb.2008.0199
M3 - Article
C2 - 19207073
AN - SCOPUS:60149098901
SN - 1094-9313
VL - 12
SP - 71
EP - 73
JO - Cyberpsychology and Behavior
JF - Cyberpsychology and Behavior
IS - 1
ER -