Beliefs, Attitudes, and Behaviour Towards Web Advertising

To examine Web users' beliefs, attitudes and behaviour towards Web advertising, Pollay and Mittal's (1993), belief model is tested via structural equation modelling.

Beliefs, Attitudes and Behaviour Towards Web Advertising

Lori D. WolinFlorida Atlantic UniversityPradeep KorgaonkarFlorida Atlantic University andDaulatram LundUniversity of Nevada

Introduction

The World Wide Web presents advertisers with opportunities...