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Web usage, advertising, and shopping: relationship patterns

Pradeep Korgaonkar (Pradeep Korgaonkar is Adams Professor of Marketing, InternetCoast Institute, Florida Atlantic University College of Business, Fort Lauderdale, Florida, USA.)
Lori D. Wolin (Lori D. Wolin is Visiting Assistant Professor of Marketing, Florida Atlantic University, College of Business, Boca Raton, Florida, USA.)

Internet Research

ISSN: 1066-2243

Article publication date: 1 May 2002



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.



Korgaonkar, P. and Wolin, L.D. (2002), "Web usage, advertising, and shopping: relationship patterns", Internet Research, Vol. 12 No. 2, pp. 191-204.




Copyright © 2002, MCB UP Limited

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