Examining beliefs and attitudes toward online advertising among Chinese consumers

Abstract

PurposeThe purpose of this paper is to investigate beliefs about and attitudes toward online advertising (ATOA) among Chinese consumers and the relationship between belief factors, ATOA, and consumers' behavioral responses to online advertising.Design/methodology/approachData were collected from students of a large metropolitan university in China. A total of 202 questionnaires provided usable data and were analyzed using AMOS.FindingsFive belief factors that underlie Chinese consumers' ATOA were identified: entertainment, information seeking, credibility, economy, and value corruption. Information seeking, economy and value corruption were significant predictors of ATOA. ATOA was found to be a significant positive predictor of ad clicking and online shopping frequency.Practical implicationsGlobal marketers would benefit from understanding how consumers from a booming emerging market perceive the internet as a source of advertising. Thus, the study will enable businesses and organizations to use online advertising more effectively and efficiently in their global marketing efforts.Originality/valueInvestigating Chinese ATOA extends current research on ATOA to a distinctly different cultural context and may provide useful implications about expanding business across cultures.

Sosyal Medya Reklamlarına Yönelik Tüketici Algıları İle E-Sadakat Arasındaki İlişkide Markaya Yönelik Tutumun Rolü - The Role of Brand Attitude in Relationship Between Consumer Perceptions Towards Social Media Ads and E-Loyalty

“…Fort his aim, consumer perceptions towards social media ads (information seeking, entertainment, credibility, economy and value corruption) scale of Wang et al (2009) with 15 items, brand attitude scale of Wu et al (2008) with 3 items and e-loyalty scale of Anderson and Srinivasan (2003) with 7 items were used to create this scale. The questionnaire is composed of two sections.…”

“…Tüketicilerin sosyal medya reklamlarına yönelik olarak oluşturdukları algılar genel olarak, bilgi vericilik, eğlence, güvenilirlik, ekonomik yarar ve değer yozlaşması olmak üzere beş boyut altında toplanmaktadır (Wang, Sun, Lei ve Toncar, 2009). …”

“…Değer yozlaşması, bir kimsenin, reklamcılığın insanların hayata bakış açıları üzerinde etkisi olduğuna dair olan inancını ortaya koymaktadır (Wang, Sun, Lei ve Toncar, 2009). …”

Anteseden Consumers’ Atittude Terhadap Advertising Di Kota Batam

“…Petrovici et al, (2007) mengatakan bahwa satu peran utama iklan yang memiliki pengaruh besar dan membentuk sikap konsumen terhadap iklan adalah informasi yang disampaikan. Wang et al, (2009) berpendapat bahwa faktor informatif bertindak sebagai salah satu faktor pendukung dalam pembentukan sikap konsumen terhadap iklan. Informasi produk pada iklan dapat mendidik konsumen atau masyarakat untuk memahami manfaat dan fitur produk.…”

Consumer preference for electronic consumer durable goods in India: a conjoint analysis approach

“…It urge consumer to make purchase decision and bring fun to their lives (Keller, 2005;Mortimer, 2008;Wang et al, 2009). Advertisement is the first point of contact a marketer has with the prospective consumer (Kansal, 2013), useful in building brand equity (Keller, 2005).…”