Attitudes to internet advertising: a cross cultural comparison
作者： Ruth Rettie , Magdalena Mojsa
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摘要: This research examines attitudes towards TV and Internet advertising. It is based on two studies previously carried out in the US by Schlosser, Shavitt Kanfer (1999) Shavitt, Lowrey Haefner (1998). In a quantitative survey of 200 undergraduates, our respondents were significantly more negative advertising than advertising, liking it less finding irritating annoying. The UK also respondents. model overall attitude to devised was satisfactory explaining attitudes; addition new factor ‘irritation-annoyance’ improved this model.
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