Title: Web users' perceptions of and attitudes toward online advertising formats

Authors: Kelli S. Burns, Richard J. Lutz

Addresses: School of Mass Communications, University of South Florida, 4202 E. Fowler Avenue, CIS 1040, Tampa, FL 33620-7800, USA. ' Warrington College of Business, University of Florida, P.O. Box 117155, Gainesville, FL 32611-7155, USA

Abstract: This study investigated attitudes and the perceptual antecedents of attitudes toward six online advertising formats and tested the ability of perceptions to predict attitude toward the format (Aformat) and click through behaviour using a national survey of 1,075 adults. The data supported the four hypotheses of the study: web users possess significantly different attitudes across formats; users hold a varied combination of perceptions about each format; the three general perceptions of entertainment, annoyance and information have a significant impact on Aformat; and attitude is significantly related to user behaviour toward that format.

Keywords: online advertising; internet advertising; advertising attitudes; advertising formats; web users; web user perceptions; e-advertising.

DOI: 10.1504/IJIMA.2008.019150

International Journal of Internet Marketing and Advertising, 2008 Vol.4 No.4, pp.281 - 301

Published online: 30 Jun 2008 *

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