Pre-purchase search vs. web surfing: effects of internet motives and ad relevance on psychological processing of online ads
Metadata[+] Show full item record
[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT AUTHOR'S REQUEST.] An experiment (N=40) was conducted on the effects of two Internet motives - prepurchase search vs. Web-surfing on responses to banner ads. Pre-purchase searchers paid more attention to and had greater memory for online ads than Web-surfers. An interaction was found between user motive and ad-motive relevance. For ads that matched the purchase goal, pre-purchase searchers had more favorable attitude, greater intent to click on the ad, and perceived the ad of more usefulness than Web-surfers did. For ads that were not relevant to the purchase motivation, pre-purchase searchers had less favorable attitude, less intent to click on the ad, and perceived the ad of less usefulness than Websurfers did.
Access is limited to the campus of the University of Missouri--Columbia.