Asia pacific journal of information systems

The Korea Society of Management Information Systems (한국경영정보학회)
권호 표지

The Influences of Perceived Attributes about the Website Advertisement in Website Click Behavior

웹사이트 광고에 대한 지각특성이 웹사이트 방문행동에 미치는 영향

  • 이국용 (전주대학교 산업경영종합연구소)
  • Published : 2004.12.31
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Abstract

In the past days, most of studies about website behavior and website advertisement have been mainly focused on the effectiveness of website advertisement and advertisement attitude. But the generic model of website click behavior via website advertisement has not been made and the leading theory of that has not been existed. This purpose of this research is to explore the effects of internet advertisement in website click behavior. Specially, I deal with the influence of advertisement attributes(informativeness, entertainment, attentiveness, uneasiness, website attitude and advertising attitude) which is gradually being increased or decreased to attract the website click behavior of internet users. Added to this, it is to examine the influence of two attitudes(advertisement attitude and website attitude) as mediating variables on website click behavior. Major findings of this research are summarized as follows: First, mediating effects of website attitude and advertisement attitude were tested significantly in affecting the website click behavior by website advertisement attributes(informativeness, entertainment, attentiveness, uneasiness). Second, the website attitude was affected by website advertisement attributes(informativeness, entertainment, attentiveness, uneasiness). And the advertisement attribute(except of entertainment and attentiveness) such as informativeness and uneasiness did significantly affected in the website click behavior. Also, the website click behavior was not affected but the website advertisement attitude, however the mediating effect was tested significantly.

Keywords

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