The Influence of Consumer Self-Disclosure on Web Sites on Advertising Response

摘要: ABSTRACTThis article assesses the consequences of consumer self-disclosure by examining disclosure-liking effect in context advertising. Of particular interest is whether visitors to a Web site leads more positive reactions subsequent advertising for products/services offered on that site. Brand relationship theory and social response provide theoretical basis predictions about potential influence non-interpersonal World Wide Web. Specifically, this research posits transference three hypotheses, tested with two experiments identify some moderating mediating variables. The results demonstrate attitude can elicit favorably influences attitudes toward ads behavior target disclosure.