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Assessing beliefs, attitudes, and behavioral responses toward online advertising in three countries

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  • Wang, Ying
  • Sun, Shaojing

Abstract

The study is aimed to investigate the relationships among consumers' beliefs about online advertising, attitudes toward online advertising (ATOA), and consumer behavioral responses in three different nations. Among the major findings, (1) all five belief factors (i.e., information seeking, entertainment, economy, credibility, and value corruption) were statistically significant predictors of ATOA, which in turn, significantly predicted online ad clicking and frequency of online shopping, and (2) consumers' beliefs, attitudes and behavioral responses toward online advertising, and relationships thereof, varied across countries (i.e., the U.S., China, and Romania). Romanians had the most positive ATOA and were most likely to click on advertisements. Americans, however, made the most online purchases.

Suggested Citation

  • Wang, Ying & Sun, Shaojing, 2010. "Assessing beliefs, attitudes, and behavioral responses toward online advertising in three countries," International Business Review, Elsevier, vol. 19(4), pages 333-344, August.
    • Handle: RePEc:eee:iburev:v:19:y:2010:i:4:p:333-344
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    1. Gong, Wen & Maddox, Lynda M., 2003. "Measuring Web Advertising Effectiveness in China," Journal of Advertising Research, Cambridge University Press, vol. 43(1), pages 34-49, March.
    2. Lohtia, Ritu & Donthu, Naveen & Hershberger, Edmund K., 2003. "The Impact of Content and Design Elements on Banner Advertising Click-through Rates," Journal of Advertising Research, Cambridge University Press, vol. 43(4), pages 410-418, December.
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    Cited by:

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    2. Nauman Zaheer & Mihael Kline, 2018. "Use of Lifestyle Segmentation for Assessing Consumers’ Attitudes and Behavioral Outcomes towards Mobile Advertising," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 30(2), pages 213-229.
    3. Abdullah Yahia Moqbile Ahmed, 2017. "The Impact of Exposure to Advertisement Online on Purchase Decision Empirical Study of Saudi Customers in Western Region," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 7(7), pages 366-386, July.
    4. Rizwan Raheem Ahmed & Faryal Salman & Shahab Alam Malik & Dalia Streimikiene & Riaz Hussain Soomro & Munwar Hussain Pahi, 2020. "Smartphone Use and Academic Performance of University Students: A Mediation and Moderation Analysis," Sustainability, MDPI, vol. 12(1), pages 1-28, January.
    5. Rabeb Hamdi* & Romdhane Khemakhem, 2018. "The Effect of E-Communication on the Visit of the Store: An Exploratory Study," Sumerianz Journal of Business Management and Marketing, Sumerianz Publication, vol. 1(1), pages 1-7, 04-2018.
    6. Wiese, Melanie & Martínez-Climent, Carla & Botella-Carrubi, Dolores, 2020. "A framework for Facebook advertising effectiveness: A behavioral perspective," Journal of Business Research, Elsevier, vol. 109(C), pages 76-87.
    7. Hossam Deraz, 2018. "Users’ Assessment of the Value of Advertisements on Social Networking Sites: A conceptual Study," International Review of Management and Marketing, Econjournals, vol. 8(6), pages 32-40.
    8. Hemant Bamoriya, 2014. "Cross-cultural Exploration of Consumers’ Beliefs and Behavioral Intentions towards QR Codes in Marketing: An Experimental Study in India and USA," Acta Universitatis Danubius. OEconomica, Danubius University of Galati, issue 4(4), pages 61-81, August.
    9. Jian Tang & Ping Zhang & Philip Fei Wu, 2015. "Categorizing consumer behavioral responses and artifact design features: The case of online advertising," Information Systems Frontiers, Springer, vol. 17(3), pages 513-532, June.
    10. Abubaker A AB Shaouf, 2018. "Revising the Effects of Online Advertising Attributes on Consumer Processing and Response," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 10(1), pages 39-53, March.
    11. Imran Anwar Mir, 2012. "Consumer Attitudinal Insights about Social Media Advertising: A South Asian Perspective," Romanian Economic Journal, Department of International Business and Economics from the Academy of Economic Studies Bucharest, vol. 15(45), pages 265-288, September.
    12. (Sandy) Zhang, Sha & van Doorn, Jenny & Leeflang, Peter S.H., 2014. "Does the importance of value, brand and relationship equity for customer loyalty differ between Eastern and Western cultures?," International Business Review, Elsevier, vol. 23(1), pages 284-292.
    13. Siqing Shan & Zhonghui Mao & Ronggang Zhou & Zhilian Liu & Feng Wu, 2013. "Streaming Media Advertising: An Empirical Study," Systems Research and Behavioral Science, Wiley Blackwell, vol. 30(3), pages 398-411, May.
    14. Hossam Deraz, 2019. "Factors Contributing to Consumers’ Assessment of Advertisement Value on Social Networking Sites: A Cross-Cultural Focus Group Study," International Review of Management and Marketing, Econjournals, vol. 9(1), pages 13-25.
    15. Maseeh, Haroon Iqbal & Jebarajakirthy, Charles & Pentecost, Robin & Ashaduzzaman, Md. & Arli, Denni & Weaven, Scott, 2021. "A meta-analytic review of mobile advertising research," Journal of Business Research, Elsevier, vol. 136(C), pages 33-51.

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