کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
1029443 | 942627 | 2010 | 7 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
The intention to click on sponsored ads—A study of the role of prior knowledge and of consumer profile
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کلمات کلیدی
موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
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چکیده انگلیسی
The activity of e-tailers relies entirely on their ability to attract potential consumers to their websites. This research addresses online consumer reactions toward today’s major online advertising tool that is sponsored ads. It examines the moderating role of prior knowledge. An online survey is conducted on 272 actual Internet users. The results support the moderating role of prior knowledge and suggest that when Internet users are knowledgeable of sponsored links and hold a favorable attitude toward them, the positive impact on click intention is reinforced. The profile of favorable surfers is very close to the one of online shoppers.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Retailing and Consumer Services - Volume 17, Issue 6, November 2010, Pages 457–463
Journal: Journal of Retailing and Consumer Services - Volume 17, Issue 6, November 2010, Pages 457–463
نویسندگان
Claire Gauzente,