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An Experimental Study of the Effects of Promotional Techniques in Web-Based Commerce

Author

Listed:
  • Yuan Gao

    (Ramapo College of New Jersey, USA)

  • Marios Koufaris

    (Baruch College, The City University of New York, USA)

  • Robert H. Ducoffe

    (Baruch College, The City University of New York, USA)

Abstract

This paper explores the effects of two specific message delivery techniques frequently adopted by online stores: continuously animated site banners and unexpected pop-up ads. Results from 128 surveys collected in a 2x2 factorial design showed that each of the two techniques had a significant effect on perceived irritation in the hypothesized direction. This paper also confirmed that perceived irritation has a significant negative relationship with a visitor’s attitude toward the website. This study fills a vacuum in academic research with respect to the negative effects of Web advertising and advises caution in the deployment of certain techniques. This paper advocates future research that links format attributes and presentation techniques to attitudinal consequences in Web advertising, as well as in the design of an entire website.

Suggested Citation

  • Yuan Gao & Marios Koufaris & Robert H. Ducoffe, 2004. "An Experimental Study of the Effects of Promotional Techniques in Web-Based Commerce," Journal of Electronic Commerce in Organizations (JECO), IGI Global, vol. 2(3), pages 1-20, July.
    • Handle: RePEc:igg:jeco00:v:2:y:2004:i:3:p:1-20
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    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/jeco.2004070101
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    Cited by:

    1. Muhammad Fazal Ijaz & Jongtae Rhee, 2018. "Constituents and Consequences of Online-Shopping in Sustainable E-Business: An Experimental Study of Online-Shopping Malls," Sustainability, MDPI, vol. 10(10), pages 1-24, October.
    2. Reynolds-McIlnay, Ryann & Morrin, Maureen, 2019. "Increasing Shopper Trust in Retailer Technological Interfaces via Auditory Confirmation," Journal of Retailing, Elsevier, vol. 95(4), pages 128-142.
    3. Chen, Zihe & Zhu, Dong Hong, 2022. "Effect of dynamic promotion display on purchase intention: The moderating role of involvement," Journal of Business Research, Elsevier, vol. 148(C), pages 252-261.
    4. Lee, Yoojung & Kim, Hye-Young, 2019. "Consumer need for mobile app atmospherics and its relationships to shopper responses," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 437-442.

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