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Web usage, advertising, and shopping: relationship patterns

Web usage, advertising, and shopping: relationship patterns Web sales reached over 30 billion dollars in the year 2001. This study explores the differences between heavy, medium, and light Web users in terms of their beliefs about Web advertising, attitudes toward Web advertising, purchasing patterns, and demographics. They lead to a more positive attitude toward Web advertising, which likely leads to more frequent Web purchasing and higher dollars spent on these purchases, suggesting marketers should consider consumer Web usage in their targeting efforts. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Internet Research Emerald Publishing

Web usage, advertising, and shopping: relationship patterns

Pradeep Korgaonkar; Lori D. Wolin
Internet Research , Volume 12 (2): 14 – May 1, 2002
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14 pages

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Publisher
Emerald Publishing
Copyright
Copyright © 2002 MCB UP Ltd. All rights reserved.
ISSN
1066-2243
DOI
10.1108/10662240210422549
Publisher site
See Article on Publisher Site

Abstract

Web sales reached over 30 billion dollars in the year 2001. This study explores the differences between heavy, medium, and light Web users in terms of their beliefs about Web advertising, attitudes toward Web advertising, purchasing patterns, and demographics. They lead to a more positive attitude toward Web advertising, which likely leads to more frequent Web purchasing and higher dollars spent on these purchases, suggesting marketers should consider consumer Web usage in their targeting efforts.

Journal

Internet Research – Emerald Publishing

Published: May 1, 2002

Keywords: Perception; Internet; User studies

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