Title: Attitudes towards internet advertising: a cross-cultural study

Authors: Guoqing Guo, Fanny Sau-Lan Cheung, Wing-Fai Leung, Cheris Wing-Chi Chow

Addresses: Remin University of China, Beijing 100872, PR China. ' City University of Hong Kong, 83 Tat Chee Avenue, Kowloon, Hong Kong. ' Hong Kong College of Technology, Kowloon, Hong Kong. ' City University of Hong Kong, 83 Tat Chee Avenue, Kowloon, Hong Kong

Abstract: This study is based on a survey of university students from three cities, Beijing, Hong Kong and Warwick, to study the attitude towards internet advertising. Cross-cultural difference is the main issue. It is found that cross-cultural difference does exist but it is surprising that Beijing respondents have a more favourable attitude towards internet advertising. Effects of different belief statements and three dimensions of belief statements, economic, personal and regulatory dimensions, are found to have positive effects on the attitude of the respondents. Cultural difference is found on regulatory dimensions. Gender difference exists for Hong Kong respondents and cultural difference is also supported on gender difference. Low click-through rate is a long-existing problem for the advertisers. The strong negative attitude towards internet advertising may help to explain this. Instead of concentrating on pushing up audience attention, emphasis should be laid on improving attitude.

Keywords: advertising attitudes; beliefs; cross-cultural attitudes; gender; internet advertising; online advertising; e-advertising; electronic advertising; web advertising; Hong Kong; China; UK; United Kingdom; university students; consumer behaviour.

DOI: 10.1504/IJIMA.2006.010297

International Journal of Internet Marketing and Advertising, 2006 Vol.3 No.2, pp.158 - 176

Available online: 13 Jul 2006 *

Full-text access for editors Access for subscribers Purchase this article Comment on this article