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Macau Periodical Index (澳門期刊論文索引)
- Author
- Hong, FL; Da Silva, Eduina
- Title
- The influence of URLs on customer perception and reaction
- Journal Name
- 澳門理工學報
- Pub. Info
- Mar. 2006, 總第21期, Vol.9, No.1, pp. 40-53
- Keyword
- URLs；Advertising；Consumer perception；Consumer reaction
- Abstract
- Abstract : This research investigates the relationship between the presence of a Uniform Resource Locator(URL) in newspaper advertisements on the one hand and the perception of the product advertised, as well as the likelihood to act upon the advertisment, on the other. We found that the presence of URLs would have a positive effect on one's perception of the product and brand image. The findings clarify the unique roles and specific contributions of URLs as a new promotional tool and, as a result, some practical advice for marketing professionals is sugguested. Paragraph Headings： 1. Introduction 2. Conceptual background 2.1. Presence of a URL in print advertising and concumer's perception 2.2. Concumer's perceptions and reactions 3. Methodology 3.1. Procedures 3.2. Measures 4. Findings 5. Discussions 6. Implication for research and practice 7. limitations and future research directions Tables： 1. Means, standard deviations, and intercorrelations(N=104) 2. Effect of URL on consumer's perception of brand image 3. Effect of URL on consumer's positive of brand attitude 4. Results of regression analysis: effects of consumer's perception of brand image and attitude on consumer's further exploration 5. Results of regression analysis: effects of consumer's perception of brand image and attitude on consumer's purchase intention