Pre-purchase search vs. web surfing: effects of internet motives and ad relevance on psychological processing of online ads

[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.

Name thesis:degree_name

M.A.

Level thesis:degree_level

Masters

Discipline thesis:degree_discipline

Journalism (MU)

Grantor dc:publisher

University of Missouri--Columbia

Year dc:date.issued

2006

Author dc:creator

• Jin, Yun

Advisor dc:contributor.advisor

• Rodgers, Shelly (Shelly Lannette), 1965-

Statement dc:rights

• Access to files is limited to the University of Missouri--Columbia with SSO login.

Language dc:language.iso

eng, English

DOI

https://doi.org/10.32469/10355/5874

OAI identifier oai:identifier

oai:mospace.umsystem.edu:10355/5874