Beliefs, Attitudes, and Behaviour Towards Web Advertising

Daulatram Lund, Lori D Wolin and Pradeep K Korgaonkar

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 and challenges, including the need for understanding Web users' beliefs about and attitudes towards this new medium's advertising potential. In the US today, 42.9% of all households (or 45.9 million households) are actively connected to the Web with 88 million adults over the age of 18 surfing the Web for an average of 30 hours each month (eMarketer, 2001). Not surprisingly, many companies are turning to...

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