An Experimental Study of the Effects of Promotional Techniques in Web-Based Commerce

This paper explores the effects of two specific message delivery techniques frequently adopted by online stores: continuously animated site banners and unexpected pop-up ads. Results from 128 surveys collected in a 2x2 factorial design showed that each of the two techniques had a significant effect...

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Bibliographic Details
Published in:Journal of electronic commerce in organizations 2004-07, Vol.2 (3), p.1-20
Main Authors: Gao, Yuan, Koufaris, Marios, Ducoffe, Robert H
Format: Article
Language:English
Subjects:
Advertisements
Advertising
Animation
Attitudes
Business
Case studies
Computer applications
Consumer attitudes
Consumer behavior
Consumers
Design and construction
Electronic commerce
Electronic money
Internet/Web advertising
Online advertising
Online payment
Perceptions
Shopping
Studies
Transactions
User satisfaction
User surveys
Users
Web sites
Websites
World Wide Web
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Summary:This paper explores the effects of two specific message delivery techniques frequently adopted by online stores: continuously animated site banners and unexpected pop-up ads. Results from 128 surveys collected in a 2x2 factorial design showed that each of the two techniques had a significant effect on perceived irritation in the hypothesized direction. This paper also confirmed that perceived irritation has a significant negative relationship with a visitor’s attitude toward the website. This study fills a vacuum in academic research with respect to the negative effects of Web advertising and advises caution in the deployment of certain techniques. This paper advocates future research that links format attributes and presentation techniques to attitudinal consequences in Web advertising, as well as in the design of an entire website.
ISSN:1539-2937
1539-2929
DOI:10.4018/jeco.2004070101