دانلود مقاله SURVEY OF INTERNET USERS’ATTITUDES TOWARD INTERNET ADVERTISING

A B S T R A C T

Many have speculated about the current state of Internet

advertising (IA), how it compares to advertising in general (GA),

and its implications for traditional marketing models and practices.

Although many estimates exist regarding who uses the Internet as

well as guidelines about how best to design IA, little is known

about Internet users’ attitudes toward IA, much less what

characterizes these attitudes. To test this, a national sample of over

400 participants with at least some exposure to the Internet was

surveyed. The results revealed no majority opinion of IA:

approximately a third of respondents liked, disliked, and felt

neutrally toward IA, respectively. A regression analysis indicated that

enjoyment of looking at Internet advertisements, its informativeness,

and its utility for making behavioral (purchasing) decisions . . .