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Examining beliefs and attitudes toward online advertising among Chinese consumers

Examining beliefs and attitudes toward online advertising among Chinese consumers Purpose – The purpose of this paper is to investigate beliefs about and attitudes toward online advertising (ATOA) among Chinese consumers and the relationship between belief factors, ATOA, and consumers' behavioral responses to online advertising. Design/methodology/approach – Data were collected from students of a large metropolitan university in China. A total of 202 questionnaires provided usable data and were analyzed using AMOS. Findings – Five belief factors that underlie Chinese consumers' ATOA were identified: entertainment, information seeking, credibility, economy, and value corruption. Information seeking, economy and value corruption were significant predictors of ATOA. ATOA was found to be a significant positive predictor of ad clicking and online shopping frequency. Practical implications – Global marketers would benefit from understanding how consumers from a booming emerging market perceive the internet as a source of advertising. Thus, the study will enable businesses and organizations to use online advertising more effectively and efficiently in their global marketing efforts. Originality/value – Investigating Chinese ATOA extends current research on ATOA to a distinctly different cultural context and may provide useful implications about expanding business across cultures. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Direct Marketing: An International Journal Emerald Publishing

Examining beliefs and attitudes toward online advertising among Chinese consumers

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Publisher
Emerald Publishing
Copyright
Copyright © 2009 Emerald Group Publishing Limited. All rights reserved.
ISSN
1750-5933
DOI
10.1108/17505930910945732
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to investigate beliefs about and attitudes toward online advertising (ATOA) among Chinese consumers and the relationship between belief factors, ATOA, and consumers' behavioral responses to online advertising. Design/methodology/approach – Data were collected from students of a large metropolitan university in China. A total of 202 questionnaires provided usable data and were analyzed using AMOS. Findings – Five belief factors that underlie Chinese consumers' ATOA were identified: entertainment, information seeking, credibility, economy, and value corruption. Information seeking, economy and value corruption were significant predictors of ATOA. ATOA was found to be a significant positive predictor of ad clicking and online shopping frequency. Practical implications – Global marketers would benefit from understanding how consumers from a booming emerging market perceive the internet as a source of advertising. Thus, the study will enable businesses and organizations to use online advertising more effectively and efficiently in their global marketing efforts. Originality/value – Investigating Chinese ATOA extends current research on ATOA to a distinctly different cultural context and may provide useful implications about expanding business across cultures.

Journal

Direct Marketing: An International JournalEmerald Publishing

Published: Mar 27, 2009

Keywords: Consumer behaviour; Advertising; Advertising media; Internet; China

References