Assessing beliefs, attitudes, and behavioral responses toward online advertising in three countries

Ying Wang and Shaojing Sun

International Business Review, 2010, vol. 19, issue 4, 333-344

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.

Keywords: Attitudes; Beliefs; China; Online; advertising; Romania (search for similar items in EconPapers)
Date: 2010
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (16)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0969593110000107
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:iburev:v:19:y:2010:i:4:p:333-344

Ordering information: This journal article can be ordered from
http://www.elsevier.com/wps/find/journaldescription.cws_home/133/bibliographic
http://www.elsevier. ... me/133/bibliographic

Access Statistics for this article

International Business Review is currently edited by P. Ghauri

More articles in International Business Review from Elsevier
Bibliographic data for series maintained by Catherine Liu ().