Internet users' attitude and behavioural intention on ebranding

Lee, K; Miller, KE

Internet users' attitude and behavioural intention on ebranding

Lee, K Miller, KE

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Publication Type:: Journal Article
Citation:: International Journal of Internet Marketing and Advertising, 2006, 3 (4), pp. 335 - 354
Issue Date:: 2006-12-01

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Field	Value	Language
dc.contributor.author	Lee, K	en_US
dc.contributor.author	Miller, KE	en_US
dc.date.issued	2006-12-01	en_US
dc.identifier.citation	International Journal of Internet Marketing and Advertising, 2006, 3 (4), pp. 335 - 354	en_US
dc.identifier.issn	1477-5212	en_US
dc.identifier.uri	http://hdl.handle.net/10453/5454
dc.description.abstract	The purpose of this paper is to empirically examine the effect of internet users' general attitude towards internet advertising and level of product involvement on their attitudes and behaviour. In this study, three banner advertisements and corporate websites of varying creative content and message appeal were used. Data was gathered through an online survey with a sample size of 245 respondents. The Covariance Structural Modelling results show that general attitude towards internet advertising and level of product involvement has a positive impact on users' attitudes (site and brand) and behavioural intention. The results show that the extent to which users perceive a corporate website is customised from information derived from their individual-level differences and is influenced by their general attitude towards internet advertising and level of involvement. Copyright © 2006 Inderscience Enterprises Ltd.	en_US
dc.relation.ispartof	International Journal of Internet Marketing and Advertising	en_US
dc.relation.isbasedon	10.1504/IJIMA.2006.012687	en_US
dc.subject.classification	Marketing	en_US
dc.title	Internet users' attitude and behavioural intention on ebranding	en_US
dc.type	Journal Article
utslib.citation.volume	4	en_US
utslib.citation.volume	3	en_US
utslib.for	150501 Consumer-Oriented Product or Service Development	en_US
utslib.for	150502 Marketing Communications	en_US
utslib.for	1505 Marketing	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
utslib.copyright.status	closed_access
pubs.issue	4	en_US
pubs.publication-status	Published	en_US
pubs.volume	3	en_US

Abstract:

The purpose of this paper is to empirically examine the effect of internet users' general attitude towards internet advertising and level of product involvement on their attitudes and behaviour. In this study, three banner advertisements and corporate websites of varying creative content and message appeal were used. Data was gathered through an online survey with a sample size of 245 respondents. The Covariance Structural Modelling results show that general attitude towards internet advertising and level of product involvement has a positive impact on users' attitudes (site and brand) and behavioural intention. The results show that the extent to which users perceive a corporate website is customised from information derived from their individual-level differences and is influenced by their general attitude towards internet advertising and level of involvement. Copyright © 2006 Inderscience Enterprises Ltd.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/5454