Returning to the website: an empirical study of advertising effectiveness and web visitor experience
by Micael Dahlen
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 2, No. 4, 2005

Abstract: Website visits have been shown to have positive effects on brand attitude and loyalty. This paper investigates the consequences of repeat visits to websites. It reports on a large empirical study that sheds light on the differences between experienced and new website visitors and between visitors with different levels of web usage experience. The study investigates the time and activity visitors spend on the website, their attitudes towards the site and the brand, and how visitors are affected by the website in their attitude towards the brand. The study adds to our understanding of the effects of loyalty and experience in general and of the developing field of web usage experience in particular. The results include several findings with important implications for web marketers.

Online publication date: Wed, 16-Nov-2005

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