Introduction Consumer attitudes towards Internet advertising and motives for Internet use were gathered from participants. Participants were asked to evaluate an automotive website text and answer questions about their attitude toward the brand, attitude toward the website, and behavioral intention based on the website text. Chapter three discusses the study design, selection of subjects, instruments […]
Descriptive Statistics Prior to testing the hypotheses, preliminary descriptive statistics were computed for categorical, demographic variables. Ranges, means, and standard deviations were calculated for continuous variables. The only data missing from the participants was related to a few demographic questions (age, education, gender, and ethnicity). In the cases where demographic information was used, those cases
Summary of Findings The findings were reported in Chapter 4 and a summary of the results can be seen in Table 4.5. For Hypothesis 1, based on the analysis in this study, the researcher did not find empirical evidence indicating a statistically significant relationship between Internet advertising attitudes and website texts and attitudes towards the
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