Dissertation

This study advanced the understanding of consumers’ attitudes toward Internet advertising and the effects of attitudes on a brand, attitudes toward a website, and behavioral intention.  Automobile dealers that do not understand the persuasive nature of text messages placed on their websites may not be creating the most effective websites possible (Pariera, 2009; Blanco, Sarasa, […]

Internet and Advertising The Internet is used as a tool by many companies to advertise, market, and interact with consumers.  Advertising expenditures in 2010 were reported to be $26 billion for Internet advertising, $22.8 billion for newspapers, $22.5 billion for cable television, $17.6 for broadcast television, and $15.3 for radio (Worden, 2011).  Internet advertising dollars

Growth of Consumers on the Internet The Internet is highly used as a social and personal outlet.  The World Bank calculates that slightly less than 80% of the population of the United States is active Internet users (World Bank, 2009).  The Internet has several functions identified in research including (a) a means to communicate with

Motives Abraham Maslow was a psychologist who developed a hierarchy of needs that divided human needs into different levels (Maslow, 1943).  Needs are a biological and psychological motivation that drive impulses and actions.  People need to satisfy their basic needs to move further up the hierarchy (Maslow, 1943).  According to Hawkins (2010), Maslow’s hierarchy is

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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