Gender and internet advertising: differences in the ways males and females engage with and perceive internet advertising

摘要: This paper discusses an examination of the differences in ways males' and females' engage with perceive Internet advertising. Specifically, commercial Web sites were analyzed to better understand role gender within online consumer behavior, its effect on interactivity advertising effectiveness implications for marketing communications. Gender are first explored by analyzing relation interactivity. exploration will be based upon dimensions consumers' referred as user processes, beliefs about interactive communication environment, or perceptions, three types features, which human-to-human, human-to-computer human-to-content (McMillan, 2002). Further, examined attitudes towards site, brand purchase intention. Past research exploring is limited, especially corporate sites, influence almost non-existent. study examines conducting both computer observation screen capturing software administering a survey. The users traditional college age students, 18-23, fall into category Generation Y, group consumers, great numbers, have considerable spending power classified "computer savvy" (Pew American Life Project, 2005).