Article ID Journal Published Year Pages File Type
1001364 International Business Review 2010 12 Pages PDF
Abstract

The study is aimed to investigate the relationships among consumers’ beliefs about online advertising, attitudes toward online advertising (ATOA), and consumer behavioral responses in three different nations. Among the major findings, (1) all five belief factors (i.e., information seeking, entertainment, economy, credibility, and value corruption) were statistically significant predictors of ATOA, which in turn, significantly predicted online ad clicking and frequency of online shopping, and (2) consumers’ beliefs, attitudes and behavioral responses toward online advertising, and relationships thereof, varied across countries (i.e., the U.S., China, and Romania). Romanians had the most positive ATOA and were most likely to click on advertisements. Americans, however, made the most online purchases.

Related Topics
Social Sciences and Humanities Business, Management and Accounting Business and International Management
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