Markus Hug, Nina T. Suter, Elisa D. Mekler, K. Opwis
{"title":"穿上广告服!:网站和广告主信誉对消费者对横幅广告反应的影响","authors":"Markus Hug, Nina T. Suter, Elisa D. Mekler, K. Opwis","doi":"10.1145/2468356.2468680","DOIUrl":null,"url":null,"abstract":"Effective communication on the internet is becoming increasingly difficult for advertisers, as they have to compete with many others for user attention. We examine the role of source credibility (specifically website and advertiser credibility) as a means to increase advertising effectiveness. Our results showed that website credibility affects ad credibility, whereas advertiser credibility also enhances attitude toward the brand, and users' purchase intention. Based on these findings, we discuss implications and opportunities for future research on online advertising.","PeriodicalId":228717,"journal":{"name":"CHI '13 Extended Abstracts on Human Factors in Computing Systems","volume":"8 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2013-04-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"2","resultStr":"{\"title\":\"Ads suit up!: effects of website and advertiser credibility on consumer responses to banner ads\",\"authors\":\"Markus Hug, Nina T. Suter, Elisa D. Mekler, K. Opwis\",\"doi\":\"10.1145/2468356.2468680\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Effective communication on the internet is becoming increasingly difficult for advertisers, as they have to compete with many others for user attention. We examine the role of source credibility (specifically website and advertiser credibility) as a means to increase advertising effectiveness. Our results showed that website credibility affects ad credibility, whereas advertiser credibility also enhances attitude toward the brand, and users' purchase intention. Based on these findings, we discuss implications and opportunities for future research on online advertising.\",\"PeriodicalId\":228717,\"journal\":{\"name\":\"CHI '13 Extended Abstracts on Human Factors in Computing Systems\",\"volume\":\"8 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2013-04-27\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"2\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"CHI '13 Extended Abstracts on Human Factors in Computing Systems\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1145/2468356.2468680\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"CHI '13 Extended Abstracts on Human Factors in Computing Systems","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1145/2468356.2468680","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
Ads suit up!: effects of website and advertiser credibility on consumer responses to banner ads
Effective communication on the internet is becoming increasingly difficult for advertisers, as they have to compete with many others for user attention. We examine the role of source credibility (specifically website and advertiser credibility) as a means to increase advertising effectiveness. Our results showed that website credibility affects ad credibility, whereas advertiser credibility also enhances attitude toward the brand, and users' purchase intention. Based on these findings, we discuss implications and opportunities for future research on online advertising.
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