【導(dǎo)讀】洗手間廣告的發(fā)展概況··································3. 廣告效果測(cè)評(píng)概述·····································8. 2研究設(shè)計(jì)與方法·········································9. 3研究結(jié)果與分析·········································10. 大學(xué)生對(duì)洗手間廣告的總體態(tài)度········&#

　　

【正文】 and felt neutrally toward IA, respectively. A regression analysis indicated that enjoyment of looking at Inter advertisements, its informativeness, and its utility for making behavioral (purchasing) decisions contributed to participants’ attitudes toward IA. Enjoyment of looking at IA contributed the most to attitudes toward IA, yet at the same time appears to be one of IA’s weakest features. In order to assess whether attitudes toward and perceptions of IA might reflect attitudes toward advertising in general by this demographic group, rather than attitudes toward IA per se, responses were pared to those of a demographically weightedtomatch national sample of over 1,000 who answered similar questions in regard to advertising in general. The results indicate that more respondents found IA to be informative and trustworthy than a demographically similar sample found GA. Even though the attitudes and perceptions of IA and GA were significantly different, the structure of GA and IA attitudes was the same. Implications for the design of IA are discussed. The Inter as a marketing medium offers many unique challenges to marketers. To assist marketers in their venture online, parisons and contrasts to existing marketing theory have been used to build a conceptual understanding of the current state of the Inter and its implications for consumer transactions (cf., Hoffman and Novak, 1996a。 Hoffman, Novak and Chatterjee, 1995。 Schlosser and Kanfer, forthing). To further understand the mercial possibilities of the Inter, several inter usage surveys have been conducted to document consumers’ behavior online (the most notable being GVU, 1999 and the HERMES project by Gupta, 1995。 see Hoffman, Kalsbeek, and Novak, 1996, for a review). Yet, in terms of assessing 蘇州大學(xué)本科畢業(yè)設(shè)計(jì)（論文） 30 the mercial effectiveness of the Inter and the value of Inter advertising, most research has concentrated upon the pany’s rather than consumers’ point of view (Berthon, Pitt, and Watson, 1996). As a result, many decisions regarding Inter advertising(IA) are being made with relatively little specific knowledge about consumers’ attitudes toward IA and how the structure of these IA attitudes pare to the structure of attitudes toward advertising in traditional media. The aim of the current research is to examine consumers’ perceptions and judgments of IA. Consumers’ attitudes toward advertising have been considered important to track because they likely influence consumers’ exposure, attention, and reaction to individual ads (cf. Alwitt and Prabhakar, 1992) through a variety of cognitive and affective processes (Lutz, 1985). One fundamental difference between Inter and traditional advertising is the degree to which the consumer versus the pany has control over advertising exposure. With traditional advertising, consumers play a relatively inactive role in exposure. Advertisements interrupt or intercept consumers’ attention to other information (, a television program, a radio show, or traffic signs). In essence, advertisements are “pushed” at them. With many forms of IA, however, the consumer has a great deal of control over advertising exposure. The pany may request the consumers’ attention (., through banner ads on others’ Web sites or through hyperlinks), but it is up to the consumer to seek additional mercial content. Consumers can select whether, when, and how much mercial content they wish to view. That is, consumers “pull” for electronic advertising content. Because IA exposure is largely under the consumer’s volition, it is particularly important to understand the valence and structure of one important driver of advertising exposure: attitudes toward IA. WHAT IS IA? According to consumers, IA includes many forms of mercial content from electronic advertisements that are similar to traditional advertisements (., billboards, banner ads) to formats that are different from traditional advertisements, such as corporate Web sites (Ducoffe, 1996). Thus, it appears that there are idiosyncratic differences in consumers’ perceptions of what constitutes IA such that any specific definition of IA is likely to be a bad fit for measuring IA perceptions. 蘇州大學(xué)本科畢業(yè)設(shè)計(jì)（論文） 31 Because the goal of the present research is to assess consumer perceptions of IA, IA is described broadly as any form of mercial content available on the Inter that is designed by businesses to inform consumers about a product or service. Hence, IA can be delivered via any channel (., video clip, print or audio), in any form (., an message or an interactive game), and provide information at any degree of depth (, a corporate logo or an official Web site). BACKGROUND ON IA Despite the limited understanding of how consumers judge IA, there has been substantial mercial growth on the Inter of many forms of advertising, resulting in an estimated 1996 revenue of $301 million, with a projected growth to $ billion by 2021 (Jupiter Communications, 1997). Indeed, spending on IA totaled an estimated $129 million in the first quarter of 1997 (Cyberatlas, 1997), with an estimated 92% increase in IA spending for top 25 industries during the first quarter of 1998 (Cyberatlas, 1998). In addition to anticipating the moary growth of the Inter, the majority of online businesses believe the Inter is here to stay and will generate sales in the future (Grant Thorton, 1997). Furthermore, the adoption curve for the Inter is quite steep, especially in parison to other media introduced in this century (radio, television, cable。 Man Stanley Technology research cited in Inter Advertising Bureau, 1997). Thus, as many have predicted, investment in IA is likely to escalate into the billions as we enter the next millennium (cf. Cyberatlas, 1997). Studies of consumers’ reactions to IA typically have quantified customers’ judgments of Web sites in terms of consumers’ behavioral traces at the site (., counting the number of “clicks” and “hits” [cf. Berthon, Pitt, and Watson, 1996]). These measures have been shown to both overestimate and underestimate the number of visitors and exposures, however (cf. Inter Advertising Bureau, 1997。 Riphagen and Kanfer, 1997). Moreover, the indirect nature of these methods makes it difficult to ascertain the meaning behind the results (., whether clicking on a link was an accident