三个国 家消费者对网络广告的观念、态度和行为研究
Assessing beliefs, attitudes, and behavioral responses toward online advertising in three countries
International Business Review xxx (2010) xxx–xxx
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.
摘要：本文研究了三个不同国 家的消费者对网络广告的观念、对网络广告的态度、以及消费者行为三者之间的关系。研究发现主要有：一是研究了对网络广告态度的所有的五个观念因素（例如，信息搜索、娱乐、经济、信任、价值堕落），反过来，显著的网络广告点击增加了网上购物的频率；二是消费者对网络广告的观念、态度和行为以及人际关系等在随国家的不同而不同（例如，美国，中 国和罗马尼亚）。罗马尼亚人对网络广告的态度是最积极的，并最有可能点击广告。然而，美国人，则最有可能在网上购物。
Keywords: Attitudes; Beliefs; China; Online advertising; Romania
关键词: 态度;观念;中 国;网络广告,罗马尼亚
详细内容解读将于2010年4月26日晚上19：00~21：30


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