Chen, J. V., Ross, W. H., Yen, D. C., & Akhapon, L. (2009).
The Effect of Types of Banner Ad, Web Localization and
Customer Involvement on Internet Users’ Attitudes. CyberPsychology and Behavior, 12, (1), 71 - 73.
In the present study, three characteristics of web sites were varied: types of banner ad, web localization, and involvement in purchasing a product. The dependent variable was attitude toward the site. In laboratory experiments conducted in Thailand and Taiwan subjects browsed versions of a web site containing different types of banner ads and products. As a within- subject factor, each participant browsed both a standardized English-language web site and a localized web site. Results showed that animated (rather than static) banner ads, localized versions (rather than a standardized version) of web sites and high (rather than low) product involvement led to favorable attitudes toward the site.
Abstract that appears in the journal is (C) copyright 2009 by Liebert, Inc.; all rights reserved.
Image of cover is also (C) copyright 2008 by Liebert, Inc.; all rights reserved.