Beliefs,attitudes and behaviour towards Web advertising

To examine Web users' beliefs, attitudes and behaviour towards Web advertising, Pollay and Mittal's (1993) belief model is tested via structural equation modelling. The results suggest the model is a robust Web advertising effectiveness measurement tool. Underlying the study are the hypotheses that Web users' attitudes towards Web advertising are a function of several belief factors and influence users' behavioural intention. Results indicate the belief factors—product information, hedonic pleasure, and social role and image—related positively to subjects' attitudes towards Web advertising. Web users' beliefs about materialism, falsity/no sense and value corruption related negatively to their attitudes towards Web advertising. Web advertising attitudes impacted on reported behaviour towards Web advertising such that the more positive Web users' attitudes were towards Web advertising, the greater the likelihood that they would respond favourably to Web ads. In addition, the higher the respondents' income and education, the more negative their reported behaviour towards Web advertising.