This study analysis the different consumer clusters with preferences for various web types, preferences for various advertising content, product involvement degree, and web access degree to understand the online advertisement effect. Data were collected from Internet users in Taiwan. The total number of effective questionnaires obtained was 648. The results show that groups that have different preferences for advertising content differ significantly in brand attitude toward online advertising. Groups that differ in involvement degree differ significantly in four measurement dimensions of online advertisement effect. Groups with different web access degree also exhibited significant variances in four measurement dimensions of online advertisement effect. The research also found that consumers with higher education were more likely to access the Internet and pay attention to online ads and click them.
關聯:
Journal of International Marketing & Marketing Research, 32(2), 75-92
