Attitudes toward internet advertising implications for the world wide web

This research replicates a framework for the investigation of attitudes held toward advertising, in a new environment. Given the explosion in the use of the web throughout the western world especially as a commercial tool, a more thorough understanding of the attitudes held toward web advertisements and what influences these attitudes is of importance to managers wishing to produce more effective web advertising campaigns. Based on previous models used to measure attitudes held toward advertising, three dimensions exploring attitude-toward-web-advertising are suggested: an institution dimension, an instrument dimension, and a function dimension. It is predicted that these three dimensions will explain the majority of the variance in influencing and shaping consumers attitudes toward web advertising. Several belief items are also suggested which are predicted to influence these dimensions and hence provide greater understanding to the specific beliefs held toward web advertising