Advertising value and credibility transfer: attitude towards web advertising and online information acquisition

Volume: 34, Issue: 5, Pages: 520 - 532
Published: May 1, 2015
Abstract
China is undergoing a transition from offline to online advertising, but little is known about the causal relationship regarding credibility transfer from non-web advertising to web advertising. Meanwhile, web advertising usage behaviour is largely overlooked. The purpose of this study is to explore the formation of customers' attitude towards web advertising (ATT) which further impacts their online information acquisition behaviour, from the...
Paper Details
Title
Advertising value and credibility transfer: attitude towards web advertising and online information acquisition
Published Date
May 1, 2015
Volume
34
Issue
5
Pages
520 - 532
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