دانلود رایگان مقاله اثر تکرار آگهی وب سایت بر فراخوانی و بازدید دوباره سایت

Abstract

Internet advertising represents the United States’ second-highest advertising expenditure. From the separate perspectives of advertiser and host site, we propose antecedents to online ad recognition and site revisit intentions. Intervening variables include ad intrusiveness and attitudes when faced with repeated ads. Using the reactance theory, we tested our theoretical model on a simulated website in Chile with advertisements collected from real websites. All except one of the hypotheses were supported. Repetition degraded perceptions except for subjects who started with positive perceptions of the ad. Negative perceptions of the ads degraded website-related attitudes and intentions when the number of adimpressions rose.

7. Conclusions

This study proposed and tested a causal model that predicts user intentions and performance in remembering ads in a study of 420 Chilean student participants. The two ultimate dependent variables are predicted by a user’s feelings of perceived ad intrusiveness, which are in turn predicted by attitude toward the ad and repeated exposure of the ad. Six of the seven hypothesized relationships were supported. Our model demonstrated that the type of advertisement and the number of times it is shown on the website have a carryover effect, with an additional impact on how users perceive the website. We further found that the attitude generally held toward the advertisement will affect whether it is perceived as more or less intrusive over an increasing number of exposures. We report that repetition of negatively viewed ads results in the most negative outcomes in terms of website attitudes and website-related intentions. Researchers can make use of this theoretical model based on the reactance theory, and they can also develop new models using that perspective. We showed an interaction between the attitude toward the ad and the number of exposures. Future research could investigate if there is a tipping point in this number, or if the exposures across multiple sites, which occurs due to advertising networks and cookies, will also provide similar results. Practitioners could cease worrying about ill affective effects of typical in-line ads, even if repeated, and instead channel their energies into developing and testing ads that are not disliked. Future research should focus on different types of ads, replicate the study in other countries, and assess actual behavior along with affective outcomes.