Web usage, advertising, and shopping: relationship patterns
Abstract
Web sales reached over 30 billion dollars in the year 2001. This study explores the differences between heavy, medium, and light Web users in terms of their beliefs about Web advertising, attitudes toward Web advertising, purchasing patterns, and demographics. They lead to a more positive attitude toward Web advertising, which likely leads to more frequent Web purchasing and higher dollars spent on these purchases, suggesting marketers should consider consumer Web usage in their targeting efforts.
Keywords
Citation
Korgaonkar, P. and Wolin, L.D. (2002), "Web usage, advertising, and shopping: relationship patterns", Internet Research, Vol. 12 No. 2, pp. 191-204. https://doi.org/10.1108/10662240210422549
Publisher
:MCB UP Ltd
Copyright © 2002, MCB UP Limited