Web usage, advertising, and shopping: relationship patterns

Authors: Korgaonkar, Pradeep; Wolin, Lori D.

Source: Internet Research: Electronic Networking Applications and Policy, Volume 12, Number 2, 2002 , pp. 191-204(14)

Publisher: Emerald Group Publishing Limited

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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: Advertising; Internet; Perception; User studies

Document Type: Research article

DOI: http://dx.doi.org/10.1108/10662240210422549

Publication date: 2002-05-01