The effects of perceived consumer characteristics on the choice and use of Internet ads
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SUNG-JOON YOON is an assistant professor at Kyonggi University in Seoul, Korea. His major research interests are in the area of consumer behaviour, particularly dealing with attitudinal link to behavioural outcome. His recent interest concerns various aspects of online consumer behaviour manifested in the use of the Internet such as online trust, online advertising and online community. His previous research works have been published in many journals and conference proceedings.
JOO-HO KIM is a Research Director at the Institute of Marketing Strategy, Diamond Ad Ltd, Seoul, Korea. His main research interests are in the area of brand equity and internet marketing. He joined Diamond AD in 1996 having completed a PhD in consumer marketing at Cornell University in Ithaca, New York. He also joined the faculty of King Sejong University in 1999 and has taught there since.
Abstract This study aims to accomplish two major research objectives: to discover the major motives for using Internet ads in conjunction with traditional media, and to determine consumer characteristics affecting the choice of media. Using conceptual frameworks based on Katz’s1 functional attitude theory and the FCB grid, this study attempts to link salient consumer characteristics to media choice and use in four product categories: automobiles, luxury watches, shampoos and fast food. The results suggest that the Internet is better suited for highly involved and rationally oriented consumers, and that it is used more for high-involvement products than for the low-involvement ones. However, TV remains the most used advertising medium for all product categories studied in this paper.
INTRODUCTION
Sung-Joon Yoon Assistant Professor of Marketing, Department of Business Administration, Kyonggi University, Sodaemoon-gu, Choongjongro 2-ga, 71, Seoul, Korea Tel/Fax: 822-390-5135; E-mail: [email protected]
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Internet advertising is being recognised for its effectiveness in obtaining maximum responses from target audience segments, as well as for its unlimited reach in time and space, format diversity, interactivity and linkage to databases. Since advertising relies heavily on delivering information composed of text, pictures, sound and animation in order to invoke purchase desire from the target audience, Internet advertising with interactive, multimedia capabilities is fast emerging as a fifth advertising medium
in addition to the four established media — TV, radio, newspapers and magazines. Recent studies of Internet advertising have mostly focused on the different aspects of online advertising effectiveness, which may be summarised as follows:2 research on the impact of banners, research assessing the effects of click-through, research comparing the effects of different executions (such as which kinds of banners work best), and studies comparing the impact of Internet ads with that of ads in other media. The Internet Advertising Bureau3
䉷 HENRY STEWART PUBLICATIONS 1350-231X BRAND MANAGEMENT VOL. 8, NOS. 4 & 5, 346–364 MAY 2001
THE EFFECTS
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