| Article ID | Journal | Published Year | Pages | File Type |
|---|---|---|---|---|
| 1029443 | Journal of Retailing and Consumer Services | 2010 | 7 Pages |
Abstract
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.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Claire Gauzente,