Survey of internet users’ attitudes toward internet advertising

A B S T R A C T

Many have speculated about the current state of Internet advertising (IA), how it compares to advertising in general (GA), and its implications for traditional marketing models and practices.

Although many estimates exist regarding who uses the Internet as well as guidelines about how best to design IA, little is known about Internet users’ attitudes toward IA, much less what characterizes these attitudes. To test this, a national sample of over 400 participants with at least some exposure to the Internet was surveyed. The results revealed no majority opinion of IA approximately a third of respondents liked, disliked, and felt neutrally toward IA, respectively. A regression analysis indicated that enjoyment of looking at Internet advertisements, its informativeness, and its utility for making behavioral (purchasing) decisions.

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Authors: Ann E. Schlosser Sharon Shavitt Alaina Kanfer


© 1999 John Wiley & Sons, Inc. and Direct Marketing Educational Foundation, Inc.

CCC 1094-9968/99/030034-21

JOURNAL OF INTERACTIVE MARKETING

VOLUME 13 / NUMBER 3 / SUMMER 1999

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http://www.business.uiuc.edu/Shavitt/pdf%20files/surveyinternet_copy%281%29.pdf