Internet users' attitude and behavioural intention on ebranding

The Covariance Structural Modelling results show that general attitude towards internet advertising and level of product involvement has a positive impact on users' attitudes (site and brand) and behavioural intention.

Abstract

The purpose of this paper is to empirically examine the effect of internet users' general attitude towards internet advertising and level of product involvement on their attitudes and behaviour. In this study, three banner advertisements and corporate websites of varying creative content and message appeal were used. Data was gathered through an online survey with a sample size of 245 respondents. The Covariance Structural Modelling results show that general attitude towards internet advertising and level of product involvement has a positive impact on users' attitudes (site and brand) and behavioural intention. The results show that the extent to which users perceive a corporate website is customised from information derived from their individual-level differences and is influenced by their general attitude towards internet advertising and level of involvement.