Subsequent Reaction to Online Advertisement Disturbance
Abstract
The objective of this study is to examine subsequent reaction to online advertisements in information searching prior to product purchase. Total valid samples were 283, out of 300 surveyed respondents. The mobile phone is used in this study as objects. The informativeness of online advertisements including dimensions of price/promotion, service, design, and function are what respondents intend to view. For respondents in the ad-neutral cluster, price/promotion and service are factors valued more importantly. On the contrary, for respondents in the ad-annoyed cluster, design and function are more important factors than price/promotion and service in terms of information upon seeing online advertisements. The results indicate internet users are aware of online advertisements and understand the disturbance caused by online advertisements is unavoidable. When internet users are disturbed and the annoyance can be tolerated, the information searching behavior goes on. When internet users are disturbed and the annoyance cannot be tolerated, the information searching behavior is terminated. The effort of designing online advertisements ended up with users' ignorance or termination can be wasted and useless. Marketers and advertisers not only try to attract attentions of online users with advertisements, but also need to restrict the annoyance or disturbance of online advertisements to an acceptable level to reduce the opportunities of being ignored or terminated.
Copyright & License
All Research Plus Journals (RPJ) publish open access articles under the terms of the Creative Commons Attribution (CC BY-SA 4.0) https://creativecommons.org/licenses/by-sa/4.0/ License which permits use, distribution and reproduction in any medium, provided the original work is properly cited & ShareAlike terms followed.
Copyright on any research article in a journal published by a RPJ is retained by the author(s). Authors grant RPJ a license to publish the article and identify itself as the original publisher. Upon author(s) by giving permission to RPJ either via RPJ journal portal or other channel to publish their research work in RPJ agrees to all the terms and conditions of https://creativecommons.org/licenses/by-sa/4.0/ License and terms & condition set by RPJ.
3rd party copyright
It is the responsibility of author(s) to secure all necessary copyright permissions for the use of 3rd-party materials in their manuscript.
Disclaimer
Research Plus Journals Open Access articles posted to repositories or websites are without warranty from RPJ of any kind, either express or implied, including, but not limited to, warranties of merchantability, fitness for a particular purpose, or non-infringement. To the fullest extent permitted by law RPJ disclaims all liability for any loss or damage arising out of, or in connection, with the use of or inability to use the content.
