Effects of structural and perceptual factors on attitudes toward the website

Guiohk Lee, Jang-Sun Hwang and Sally J. McMillan

This study examined effects of structural and perceptual variables on attitude toward II websites. Data were collected from 311 consumers who reviewed four hotel websites.

Effects Of Structural And Perceptual Factors On Attitudes Toward The Website

Sally J. McMillan University of TennesseeJang-Sun Hwang and Guiohk Lee Seoul University

Atittude toward the advertisement (A AD) is a widely used measure of the effectiveness of ad­vertising. Researchers have consistently found that positive AAD is an early step on a hierarchy that leads to higher-level effects such as purchase in­tention and brand loyalty (Brown and Staymen, 1992; Bruner and Kumar, 2000; Lord, Lee, and Sauer, 1995; Shimp, 1981). Recent work has adapted this concept to measure...

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