{"id":{"repo_id":"missouri","oai_identifier":"oai:mospace.umsystem.edu:10355/5874"},"canonical_url":"https://search.dev.ndltd.org/etd/missouri/oai:mospace.umsystem.edu:10355/5874","repository":{"repo_id":"missouri","name":"University of Missouri","base_url":"https://mospace.umsystem.edu/oai/request"},"display":{"title":"Pre-purchase search vs. web surfing: effects of internet motives and ad relevance on psychological processing of online ads","abstract":"[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI-COLUMBIA AT AUTHOR'S REQUEST.] An experiment (N=40) was conducted on the effects of two Internet motives - prepurchase search vs. Web-surfing on responses to banner ads. Pre-purchase searchers paid more attention to and had greater memory for online ads than Web-surfers. An interaction was found between user motive and ad-motive relevance. For ads that matched the purchase goal, pre-purchase searchers had more favorable attitude, greater intent to click on the ad, and perceived the ad of more usefulness than Web-surfers did. For ads that were not relevant to the purchase motivation, pre-purchase searchers had less favorable attitude, less intent to click on the ad, and perceived the ad of less usefulness than Websurfers did.","abstract_html":"[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI-COLUMBIA AT AUTHOR'S REQUEST.] An experiment (N=40) was conducted on the effects of two Internet motives - prepurchase search vs. Web-surfing on responses to banner ads. Pre-purchase searchers paid more attention to and had greater memory for online ads than Web-surfers. An interaction was found between user motive and ad-motive relevance. For ads that matched the purchase goal, pre-purchase searchers had more favorable attitude, greater intent to click on the ad, and perceived the ad of more usefulness than Web-surfers did. 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For ads that were not relevant to the purchase motivation, pre-purchase searchers had less favorable attitude, less intent to click on the ad, and perceived the ad of less usefulness than Websurfers did."]},{"key":"dc:title","label":"Title","values":["Pre-purchase search vs. web surfing: effects of internet motives and ad relevance on psychological processing of online ads"]}]}],"canonical_facts":{"dc:contributor.advisor":["Rodgers, Shelly (Shelly Lannette), 1965-"],"dc:creator":["Jin, Yun"],"dc:date.accessioned":["2010-02-24T19:12:19Z"],"dc:date.available":["2010-02-24T19:12:19Z"],"dc:date.issued":["2006"],"dc:description":["The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file.","Title from title screen of research.pdf file (viewed on August 29, 2007)","Includes bibliographical references.","Thesis (M.A.) University of Missouri-Columbia 2006.","Dissertations, Academic -- University of Missouri--Columbia -- Journalism."],"dc:description.abstract":["[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI-COLUMBIA AT AUTHOR'S REQUEST.] An experiment (N=40) was conducted on the effects of two Internet motives - prepurchase search vs. Web-surfing on responses to banner ads. Pre-purchase searchers paid more attention to and had greater memory for online ads than Web-surfers. An interaction was found between user motive and ad-motive relevance. For ads that matched the purchase goal, pre-purchase searchers had more favorable attitude, greater intent to click on the ad, and perceived the ad of more usefulness than Web-surfers did. 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