Title: An Empirical Study on the Driving Factors of Online Banner Advertisement Effect
Abstract:There three types of driving factors affecting the effect of online banner advertisement: website related factors,banner ads related factors and audience related factors.Empirical study showed that th...There three types of driving factors affecting the effect of online banner advertisement: website related factors,banner ads related factors and audience related factors.Empirical study showed that the main factors are awareness of ads sponsors and interactivity of ads.The appearance website of ads,abundance of ads contents,reliability of ads,position where ads appears,creativity of ads,audience's income,audience's age and online purchase experience will all contribute to the effect of online banner advertisement.However,it seams that audience's degree of education will not influence the effect of online banner advertisement.Read More
Publication Year: 2006
Publication Date: 2006-01-01
Language: en
Type: article
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Cited By Count: 2
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