BBA (Hons) Project Internet Users’ Attitudes and Beliefs About
Transcript of BBA (Hons) Project Internet Users’ Attitudes and Beliefs About
BBA (Hons) Project
Internet Users’ Attitudes and Beliefs
About Internet Advertising: A Case of Hong Kong
BY
Wong Fai Ching
06015344
Marketing Option
An Honours Degree Project Submitted to the
School of Business in Partial Fulfillment of the
Graduation Requirement for the Degree of
Bachelor Business Administration (Honours)
Hong Kong Baptist University Hong Kong
2009
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
I
ABSTRACT
The existence of Internet advertising in recent decades has aroused the interest
from public with its impact. The study attempts to investigate the predictive impact of
Hong Kong Internet users’ beliefs and attitudes towards Internet advertising. It aims
to find out Internet users’ attitudes towards Internet advertising. After that, it explores
the belief factors that can predict Internet users’ attitude towards Internet advertising.
It then examines if demographics factors, Internet usage factors and beliefs factors are
predictive in terms of Internet users’ attitude in Internet advertising.
Through the quantitative research process, the mean score of 34 variables were
generated in order to identify belief factors of Internet users over Internet advertising.
Respondents generally believed that Internet advertising is a good thing. However,
they did not like Internet advertising. Nine factors were drawn from the process and
accounted for 67.9 percent of the variance in Internet users’ belief about Internet
advertising.
To determine if Internet user’ beliefs about Internet advertising were still
effective in prediction after controlling other confounding variables, hierarchical
regression was used. The full model explained 46.2 percent of total variance in users’
attitude towards Internet advertising. The belief factors’ predictive power of attitude
towards Internet advertising remained stable.
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
II
ACKNOWLEDGEMENT
I would like to first thank my supervisor, Dr. Betsy Y.Y. Lee for her guidance,
support and encouragement.
Then, I would like to thank my family for their love and care.
I would also like to thank my friends for their support.
Finally, I would like to give thanks to my God. Every time I felt weak and lost in
doing the project, He supported me by giving directions.
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
III
CONTENT
Content Page Acknowledgement I
Abstract II
Table of Contents III
List of Tables and Figure IV
1. Introduction 1-6
1.1 Statement of the Problem 1
1.1.1 What is Internet advertising? 2
1.2 Literature Review 3
1.3 Objective of the Study 5
1.4 Statement of the hypotheses 6
2. Procedure and Methodology 7-11
2.1 Sampling Method 8
2.2 Survey Content 9
2.3 Data Analysis Method 10
3. Finding and Analysis 12-20
3.1 Sample Charateristics 12
3.2 Findings 14
4. Implications and Recommendations 21-26
5. Limitations and Future research directions 27-29
6. Concluding Remark 30
References A-1 – A-2
Appendices A-3 – A-21
Samples of Questionnaires A-3
SPSS Output A-13
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
IV
List of Tables Page Table 1 Demographics Profile of the Sample 13
Table 2. Beliefs About Internet Advertising A-7
Table 3. Attitudes Towards Internet Advertising A-9
Table 4. Factor Analysis of Beliefs About Internet Advertising A-9
Table 5. Factor Loading of Beliefs About Internet Advertising A-10
Table 6. Factor Analysis of Attitudes About Internet advertising A-11
Table 7. Regression of Belief Factors A-12
Table 8 Hierarchical Regression Predicting Attitudes towards Internet advertising
A-12
List of Figure
Figure 1 Scree plot for factor analysis of beliefs towards Internet advertising
A-13
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
1
1. INTRODUCTION
1.1 STATEMENT OF THE PROBLEM
The Internet has been referred to as the “fifth medium,” alongside the television,
radio, newspapers, and magazines (Cutler, 1990, p. 25). It continues to grow as a
convenient communication medium by which individuals and businesses can share
information rapidly (Townsend, 2001) in an interactive, seemingly one-on-one
environment (Anderson, 2000). The growth of YouTube.com and social network
spaces, like Facebook.com, are pointing to a trend in the creation and use of virtual
social spaces that emphasizes tribes that are often heavily based on consumption
(Kozinets, 1999). In these virtual social spaces, products take on social meaning
(Solomon, 1983) and the Internet is undoubtedly allowing higher levels of social
interaction in imitation of social behavior.
The increasing adoption of virtual online social spaces reveals a trend of sharing
communities that seek increasingly real simulations of actual social environments.
Marketers are paying more effort to catch up with the trend that constitutes marketing
relevant behavior in these spaces and how commercial presence interacts with these
behaviors are paramount issues for the future of consumer behavior, as this is where
consumers will increasingly act out their lives.
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
2
There were studies conducted on the demographic, psychographic, attitudinal and
experiential factors of Hong Kong Internet users (Sin and Tse, 2002), Internet users’
attitude towards interactive advertising (Yang 1994, 1997).
Nevertheless, there were not many studies done on the actual belief of the Internet
users perceives online advertising. There was study conducted in the contexts of the
United States. Schlosser, Shavitt and Kanfer (1999) had surveyed 400 US Internet
users’ attitudes towards Internet advertising. There was no majority opinion
concluded towards Internet advertising.
1.1.1 WHAT IS INTERNET ADVERTISING?
Internet advertising includes various forms of commercial content, from electronic
advertisements that are similar to traditional advertisements that are similar to
traditional advertisements (such as billboards and banner ads) to formats that are
different from traditional advertisements, like corporate websites. (Ducoffe, 1996).
Thus, in this research, Internet advertising would be described broadly as any
form of commercial content available on the Internet that is designed by any business
to inform consumers about a product or service. Internet advertising can be delivered
in any form (e.g. an email spam or an interactive game), containing information at
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
3
different levels of profoundness (e.g. a slogan or a website) through any channel (e.g.
a print advertisement or a video clip) on the Internet.
1.2 LITERATURE REVIEW
It is important to notice that consumers’ attitudes towards advertising and the
potential impact of it towards consumer behavior upon decision making shall not be
underestimated. It is generally believed that those who hold positive attitudes on the
advertising would be more likely to be persuaded for a behavioral response. However,
studies have also discovered that consumers (of the United States and the West
Germany) attitudes towards advertising could be complex and might encompass a
variety of social and economics related factors. These factors include consumer
manipulation and the role of advertising in an economy.(Anderson, EngleDow,
Becker 1978)
With the emergence of the Internet and Internet advertising (Internet advertising
encompasses a number of advertising formats, including pop-up ads, pop-under ads,
email, forum and newsgroup ads, banner ads, interstitials, superstitials, podcast,
webisodes, etc.) has brought marketers and researchers a new horizon. They started to
explore the factors affecting the success of the Internet advertising. The Internet
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
4
serves the main function of providing information for consumers. Yet, Schlosser,
Shavitt and Kanfer (1999) suggested that affective (e.g. shock and entertainment) and
cognitive (e.g. informational elements) factors of an Internet advertising shall not be
sufficient in understanding and explaining the complexity of Internet users’ attitudes
towards online advertising. Schlosser and Kanfer (1999) further argued that the
underlying factors of consumer’s attitude towards online advertising were different
from those towards the traditional form of advertising medium.
From the study conducted by Mehta and Sivadas (1995) on Internet users’
attitudes towards advertising on newsgroups and emails, consumers tend to have
negative attitudes towards advertising on newsgroups and emails. After that, Ducoffe
(1996) conducted a study on consumers’ attitude towards online advertising in New
York and found that people tend to perceive Internet advertising to be entertaining and
informative.
The result gained in the above studies may be due to the novelty of the Internet
and the relatively self-disciplined industry practice at that time.
Studies on Internet users’ beliefs about and attitudes towards Internet advertising
often follow Pollay and Mittal’s (1993) research on exploring the multi-dimensional
nature of beliefs and their relationship with consumers’ attitudes as it owns the
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
5
advantage in investigating the complexity of users’ beliefs and attitudes towards
Internet advertising.
This study intends to extend from Scholsser and Kanfer’s (1999) study on the
underlying factor structure of consumers’ attitudes towards Internet advertising.
1.3 OBJECTIVE OF THE STUDY
The study intends to identify the beliefs and belief factors of Internet users in
Hong Kong about Internet advertising. In addition, the study tries to predict Internet
users’ attitudes towards Internet advertising with the use of the belief factors.
Globalization may be a trend facilitated by the growth of the penetration of the
Internet and its global nature. While it is drawing different parts of the world closer, it
is clear that the Internet is, on the other hand, providing a huge room of individuality.
It is hoped that the study shall gain a better understanding of Hong Kong Internet
users and help in reviewing what elements constitute the attitude towards online
advertising in the mind of consumers and how that might triggers behavioral response.
Furthermore, the study on Hong Kong Internet users’ attitude towards Internet
advertising can be used in comparing with attitudes held by other region in Asia, as
well as the rest of the world.
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
6
1.4 STATEMENT OF HYPOTHESES
The following research questions are proposed to investigate Internet users’
beliefs about Internet advertising and to identify belief factors predicting their
attitudes.
Research Questions:
� What are the Internet users’ attitudes towards Internet advertising?
� What are the beliefs factors underlying Internet users’ attitudes towards
Internet advertising?
� Can the belief factors (and/or other demographic factors, Internet usage
factors) predict Internet users’ attitudes towards Internet advertising?
By examining these research questions, it is suggested that future business focus
of Internet advertising can be shaped in a more accurate way in terms of compassing
consumers’ needs. As the Internet has became an important medium of people to
obtain information, whether the consumer behavior has a casual relationship with the
attitudes and beliefs towards Internet advertising held by the Internet users allows
company to have a better campaign planning on the effort and capitol put in the area
of online advertising.
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
7
2. PROCEDURES / METHODOLOGY
The consumer behavior literature has found that lifestyle is an important variable
that influences consumers’ use of the Internet for a variety of activities (Schiffman et
al., 2003). As the Internet population continued to grow, the profiles of Internet users
were found to encompass more demographic and lifestyle diversities (Schiffman et al.,
2003). Recent Internet demographic statistics have clearly shown an exponential
diffusion of the Internet, particularly in developed countries.
According to the Internet World Stats, Hong Kong's Internet penetration rate ranks
No.1 and No.9 in Asia and the world respectively. According to Office of the
Telecommunications Authority (OFTA), Hong Kong's household broadband
penetration rate (73.7% of Hong Kong households in April 2007) is among the highest
in the world. (HKTDC) The popularity of Internet and related applications has
influenced marketing activities in Hong Kong.
According to the Internet Use in Hong Kong: the 2007 Annual Survey Report
(April 2008) Part VI conducted by the City University of Hong Kong, the term
Internet Users, is defined in two ways in the current study. The first is the version by
the World Internet Project (WIP), which was worded as “are you using the Internet?”,
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
8
and the second is the version by the China Internet Network Information Center
(CNNIC), which was worded as “use of the Internet at least one hour on average per
week”.
With the high penetration rate across age groups in Hong Kong, the CNNIC
version shall be adopted. By the CNNIC definition, there are 4.35 million Internet
users in Hong Kong, who account for 66.1% of the corresponding population (i.e.,
6.58 mil regular residents) between age of 6 and 84. With sampling error considered,
the actual number of Internet users may vary from 4.22 million to 4.48 million.
The questionnaire was borrowed from Schlosser, Shavit, and Kanfer’s Survey
over Internet user’ attitudes towards Internet advertising performed in the U.S. in
1999. Due to cultural difference, some of variables in the survey were not used in
present study in order to make the study more suitable for the situation in Hong Kong.
2.1 SAMPLING METHOD
The survey was conducted in February to March of 2009.
The sample was recruited using a convenience sample approach with the sample
size of 200. In spite of the convenience sampling method, the gender, age and
occupation distribution of the sample shall strive to be comparable to the profile of the
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
9
Internet population in Hong Kong. For example, according to the latest figure in the
Internet Use Annual Report of Hong Kong, the sex distribution of the Internet users in
Hong Kong is 52.5% male and 47.5% female.
2.2 SURVEY CONTENT
The survey consisted of multi-item scales to measure the Internet users’ beliefs
and attitudes towards Internet advertising. Respondents were asked to answer for
more than thirty-two, five-point Likert questions to signify their extent of
agreeableness with the statements about Internet advertising. Number 1 represents
“strongly disagree”, while the number 5 represents “strongly agree”. Attitudes
towards Internet advertising were measured through two Likert scaled statements. The
two statements were “Overall, I consider Internet advertising as a good thing” and
“Overall, I like Internet advertising.” Responses were given on the same five-point
scales. The above two statements were intended to explore how respondents perceive
Internet advertising without addressing the belief dimensions with them.
In addition, respondents were asked to provide demographic information such as
gender, age, education level, occupation and the duration they have been using the
Internet. Furthermore, it is hoped that whether belief factors such as Hedonism,
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
10
Materialism and Good for Economy could be served as predictors of Internet users’
attitudes towards Internet advertising.
The questionnaire for this study had both English and Chinese versions. (Refer to
Appendix 1) The English version was developed first, and then translated to Chinese
version. In order to maintain the agreement between the two versions, Chinese version
was translated back into English; necessary adjustment, if any, was made until the
differences between the two versions due to translation process were minimized. A
pre-testing with sample size of twenty was conducted to access the understandability
of the questionnaire. The research was done through distribution of Chinese version
of questionnaire only.
2.3 DATA ANALYSIS METHOD
Data collected were analyzed through the application of SPSS 11.5 and
Microsoft Excel. Microsoft Excel generated the mean and standard deviation of
demographic characteristics of the sample, which includes years of using the Internet
and interest in online shopping.
After that, SPSS was used to generate the means and standard deviation of the
beliefs about Internet advertising. Factor analysis was then conducted in order to
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
11
identify the factors of Internet users’ beliefs about Internet advertising. After that,
regression analyses were used to determine the relationship between Internet users’
beliefs about Internet advertising and their attitudes towards Internet advertising.
Hierarchical regression was then used to estimate the strength of prediction of users’
beliefs about Internet advertising after controlling other confounding variables (i.e.
demographics and online usage.)
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
12
3. FINDINGS AND ANALYSIS
3.1 SAMPLE CHARACTERISICS
The total numbers of valid respondents were 200. In the sample, 49% (n=98) was
male, while 51% was female. Their age ranged from early tenth (10-14) years old to
over 50 years old. Those whose ages were 15 to 19 years old account for 20.5%
(n=41), while those whose age were 20 to 24 years old account for 39% (n=78) of the
sample. In conclusion, younger respondents (age from 15 to 24 years old) accounted
for 59.5% of the sample. Both the sex and age distribution were reflective of the
current Internet user profile in Hong Kong according to the City University of Hong
Kong’s annual survey of Internet use reports, where the both sexes accounted for half
of the Internet population and the penetration rate of the youth group has almost the
saturation point.
Over 59% of the sample owns a university degree and/or post graduate degree. In
terms of their occupation, student population accounted for 57% (n=114) of the
sample. Most of the respondents (95%, n=191) has had more than 4 years of
experience of using the Internet. It was believed that their high exposure to the
Internet would conduce to a higher possibility of online shopping. However, data
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
13
shows that 61% (n=122) of the sample reported their likelihood to shop online is
below 39%. Besides, only 4.5% (n=9) of the respondents reported their interest of
shopping online is between 80 to 100%. (Refer to Table 1 for complete demographic
profile of the sample.)
TABLE 1. Demographics Profile of the Sample
Counts %
Gender Male 98 49.0%
Female 102 51.0%
Age 10-14 years old 1 0.5%
15-19 years old 41 20.5%
20-24 years old 78 39.0%
25-29 years old 25 12.5%
30-34 years old 5 2.5%
35-39 years old 8 4.0%
40-44 years old 13 6.5%
45-49 years old 7 3.5%
50 years old and above 22 11.0%
Education Levels Post graduate Level 16 8.0%
University Level 103 51.5%
High Diploma Level 24 12.0%
Senior High/ Vocational School Level 51 25.5%
Junior High /Elementary School Level 1 0.5%
Others 5 2.5%
Occupation Students 114 57.0%
Banking Industry 2 1.0%
Manufacturing Industry 2 1.0%
I.T. Industry 2 1.0%
Teachers 3 1.5%
Services Industry 10 5.0%
Public Services 24 12.0%
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
14
Mass Media Industry 2 1.0%
Others 39 19.5%
Unemployed 2 1.0%
Years of Using Internet Below 6 months 1 0.5%
6 months to 1 years 1 0.5%
1-2 years 1 0.5%
2-3 years 3 1.5%
3-4 years 3 1.5%
4 years and above 191 95.5%
Online Shopping Interest 100-80 % 9 4.5%
79-60 % 41 20.5%
59-40 % 27 13.5%
Below 39 % 122 61.0%
3.2 FINDINGS
Respondents marked their levels of agreement with five-point Likert scales to
indicate their belief about Internet advertising. Results suggest that respondents
viewed Internet advertising as informative. They agreed that Internet advertising is a
valuable source of information about latest fashion (Mean=3.965, SD= 0.83) and is a
valuable source of information about latest fashion (Mean=3.715, SD=0.92). Most of
them also agreed that Internet advertising helps me keep up-to-date about product
s/services available in the marketplaces (Mean=3.63, SD= 0.92), promotes
competition and benefits the consumer (Mean=3.67, SD= 0.8).
Respondents acknowledged that Internet advertising’s value in business world.
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
15
They agreed that Internet advertising helps the nation’s economy (Mean=3.67,
SD=0.8) and that it plays an essential role in modern economy (Mean= 3.4, SD=0.92).
They also believed that Internet advertising helps to create brand image (Mean=3.27,
SD=0.83) but generally it does not provide a true picture of the product being
advertised (Mean=3.14, SD=0.87).
On the other hand, respondents recognized the negative side of Internet
advertising. They agreed that products on Internet advertising have negative effects on
our society (Mean=3.375, SD=0.94) and promotes a materialistic society
(Mean=3.245, SD=0.98). They thought that people buy a lot of things that they do not
really need because of Internet advertising (Mean=3.35, SD=0.97). Most of
respondents indicated that government should regulate Internet advertising
(Mean=3.74, SD=1.01). (Refer to Table 2 for a complete list of beliefs about Internet
advertising.)
The first research question attempted to examine Internet users’ general attitude
towards Internet advertising. Two statements (Overall, I consider Internet advertising
as a good thing; Overall, I like Internet advertising.) were used to measure the attitude
of respondents held towards Internet advertising. In general, respondents had
favorable attitudes towards Internet advertising. Respondents viewed Internet
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
16
advertising as a good thing (Mean=3.165, SD=0.79) but inclined to dislike Internet
advertising (Mean= 2.95, SD=0.85). (Refer to Table 3 for the attitudes of sample held
towards Internet advertising.)
In order to identify factors of Internet users’ beliefs about Internet
advertising, factor analysis procedure was conducted. This procedure allows us to
examine the nature of the interrelationships among belief variables and to reduce them
to a reasonable number of predictors. These beliefs statements were then factored by
principal component analysis with varimax rotation. This analysis yielded nine
orthogonal factors with eigenvalues greater than 1.0. (Refer to Table 4.) A scree test
was also employed to supplement the selection of factors. From the scree plot, a
distinct break occurs from the ninth factor to the tenth factor. This signifies that nine
factors shall be obtained as experimental evidence indicates that the point where the
scree begins denotes the true number of factors. (See Figure 1)
Both procedures generated the same number of factors to be retained. From the
cumulative percentage of variance accounted for, we see that the first nine factors
account for 67.998% of variance within the data.
The principal components methods, using varimax rotation, reduced the 34
explanatory variables to nine factors was composed of variables loaded 0.40 or above
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
17
on that factor. In two instances, if the variable loaded 0.40 or above on two (or more)
factors, the variable would be assigned to the factor where it had the highest loading.
The ten factors were: Good for Personal Economy and Consumer Benefits (F1),
Value Distortion (F2), Good for Economy (F3), Materialism (F4), Negative Attitudes
(F5), Consumer Manipulation (F6), Webeconomics (F7), Hedonic/Pleasure (F8) and
Product Information (F9). (Refer to Table 5)
Factor analysis was also performed on the respondents’ general attitude towards
Internet advertising. One factor was extracted which accounts for 84.894% of
variance. (See Table 6)
Predictors of Internet Users’ Attitudes towards Internet Advertising
The second research question attempted to examine the belief factors that can be
used to predict the attitudes of Internet users towards Internet advertising. Regression
analysis was used to determine the relationships between Internet users’ beliefs about
Internet advertising and their attitudes towards Internet advertising. The previous
section was devoted to examine respondents’ specific perception towards Internet
advertising, which the results were focused within each variable. In this section, the
aim is to look at the relation between different variables.
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
18
Of the nine belief factors, six of them contributed significantly to the prediction
of attitudes towards Internet advertising. These six predictor factors altogether
explained 73.8 percent of the variance in users’ attitude towards Internet advertising.
(Refer to Table 7)
Factors having a higher belief scores predicted a higher positive attitudes
towards Internet advertising. Five out of nine factors have positive signs and
sufficient significant scores. These factors include: Good for Personal Economy and
Consumer Benefits, Good for Economy, Webeconomics, Hedonic/Pleasure and
Product Information. In other words, respondents who had positive beliefs about the
value of Internet advertising to personal economy and consumer benefits also have a
positive attitude to advertising. Similarly, if the respondents have a positive belief that
Internet advertising is good for economy, webeconomics, lead to hedonic/pleasure
experience incline to have positive attitudes towards Internet advertising.
On the other hand, respondents who are less likely to believe that Internet
advertising leads to materialism, consumer manipulation and value distortion would
hold a more positive attitude towards Internet advertising as well.
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
19
Impact of prediction of belief factors for attitude towards Internet advertising
To determine if Internet users’ attitude about Internet advertising were linked
with the confounding variables, hierarchical regression analysis was performed. A
total of fourteen variables were selected and grouped into three components. They are
Demographics components (including gender, age, education level and occupations),
Internet Usage components (including online experience and online shopping interest)
and the belief factor components held towards Internet advertising.
Before conducting the hierarchical regression, correlation analyses were
performed to avoid multicollinearity among the components. Results suggested that
correlation within different components were low. Thus, variables within the
components were kept in the hierarchical regression.
Demographic components as a group contributed 4.2% only of the variance
in respondents’ attitudes towards Internet advertising. Thus, demographic variables
include gender, age, education and occupation played a rather insignificant role in the
model.
Internet usage components as a group accounted for 14.8% of the variance in
respondents’ attitude towards Internet advertising. It is a better predictor than
demographic components. However, it became less significant when the belief factors
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
20
were included later in the study. (Refer to Table 8) The R Square for the beliefs about
Internet advertising is 0.562; this means that belief factors explained the greatest
amount (i.e. 56.2%) of the variance in the three components. Among the eight belief
factors, Good for Personal Economy and Consumer Benefits, Good for Economy and
Hedonic/Pleasure showed a higher value in the standardized beta, denoting that they
are positively contributing to the perceived value of Internet advertising in general.
After controlling the identified variables, the predictive impact of belief
factors about Internet advertising in users’ attitude towards Internet advertising is
stable. It suggested that there shall be a theoretical link between users’ beliefs and
attitudes toward Internet advertising.
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
21
4. IMPLICATIONS & RECOMMENDATIONS
Research done by Schlosser, Shavitt and Kanfer (1999) discovered that the
attitudes towards Internet advertising were similar to that of the traditional media.
This study attempts to explore further for the linkage between the beliefs and attitudes
towards Internet advertising in Hong Kong.
This study supported that there is a predictive impact of belief factors about
Internet advertising towards users’ attitude on Internet advertising and the belief
factors are reliable tool to deduce especially when compared with demographics and
Internet usage. Results from hierarchical regression also suggested that belief factors
are better predictors than demographics and Internet usage factors in users’ attitude
towards Internet advertising.
Since the Internet advertising began to mushroom in the early 1990’s, the format
of Internet advertising has evolved into banner ads, pop up ads, spam emails,
superstitials and site sponsorship. Advertising supported website has become a major
business in electronic commercial field nowadays. It is important to understand how
Internet users perceive Internet advertising and what factors would affect their
attitudes towards Internet advertising. Moreover, knowing what kind of content shall
be put in the advertisement or in what way of advertisements shall be used would be
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
22
helpful in enhancing marketing campaign plan. Resources could be more accurately
allocated to the media or channel that allows better reach to the audiences.
From the result, most Internet users have a perception of intrusion towards
Internet advertising. The respondents generally saw Internet advertising as a good
thing, yet, they did not like Internet advertising. This is probably due to their beliefs
towards general advertising on traditional media like television, radio and magazines.
Such kind of mixed feeling may be arisen from the content (including truthfulness and
funniness), prior knowledge about the advertising. Although Internet advertising was
considered relatively new to general advertising in nature, respondents might judge
Internet advertising with the same or similar set of criteria.
Respondents agreed that Internet advertising has its economic value and it is
one of the most update information hubs on products and services they need to obtain.
In fact, respondents believe that Internet advertising has a positive impact on personal
economy as well as nation’s economy.
Furthermore, they inclined not to believe Internet advertising would distort the
value of the youth or would promote undesirable value in the society, or to manipulate
consumers. Most of them do not hold a negative stand towards Internet advertising.
This may suggest the reason why respondents dislike Internet advertising was not due
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
23
to the possible downside, including consumer manipulation, of Internet advertising.
The enjoyableness of Internet advertising might be a reason for disliking Internet
advertising.
Practitioners shall reconsider their way of introducing Internet advertising to
users. Current commercials online may have provided rich information to consumers,
yet, there is room for improvement for the feature to engage with the consumers such
as the interactivity. In addition to humor or scary feature that are commonly used in
general advertising, interactive product demonstration, a rather unique feature for
online commercials, may be included. Instead of showing a straight forward way of
impersonal selling, Internet users are welcome to see a more enjoyable advertising
content. In fact, consumers create the talk of town themselves and Internet is the
medium they are using to spread the news and to other medium as well. Consumers
are making use of online social networking sites such as Youtube, Facebook and
various kinds of discussion forums and blogs to re-create advertisements they found
in daily life for the sake of enjoyment. The environment in Internet advertising
appeared to be different from that in general advertising. Marketers shall realize the
“pull” nature, rather than the “push” nature in general advertising, of Internet
advertising is what makes the consumers felt less irritating and sees Internet
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
24
advertising as a good thing. Practitioners are advised to pay more attention to online
activities which the talk of the town and the most trendy people, place and things can
all be found online. Online campaign may shift focus to creating sites that consumers
enjoy to visit is vital in gauging consumer’s attitude towards Internet advertising.
In this study, Internet usage was a mediocre component in predicting the attitude
towards Internet advertising of Internet users. The years of experience of using
Internet does reflect there is a positive effect in users’ attitudes towards Internet
advertising in Hong Kong. Yet, the interest in shopping online does not reflect the
same case. The reason behind might be Hong Kong is a rather small place where
shopping can be done everywhere. Electronic commerce is likely to be confined in
handling bills and payments for public organizations, banks and stocks. Online
shopping may not be attractive enough for users (of different age groups) in Hong
Kong at this stage of Internet penetration.
It appears that there is a significant consumer potential in facilitating sales in
Internet advertising. With the consistency of the belief-attitude relationship in Internet
advertising, future integrated marketing communication (IMC) planning shall take
Internet advertising as a medium to reach target audience. Since the belief of Internet
advertising is highly related to the attitude held by Internet users, it is recommended
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
25
that more activities or advertising can be done through the Internet if correct. The
weakest aspects of Internet advertising’s utility are its ability to deliver entertainment
and to encourage consumer to purchase. Thus, rather than using the Internet ads as a
way of selling, a rich content can better suits Internet users’ belief of Internet
advertising. Moreover, Internet advertising is a hub for Internet users to obtain
information in this study. With this tendency in obtaining information, practitioners
shall make use of Internet advertising and turn it into a contributor in purchase
decision of consumers. Rather than attempting to launch selling online in Hong Kong,
practitioner shall release product information (or marketing tactics such as sales or
coupon offerings, if any) and always provide store locators. This would better predict
and suit their attitude towards Internet advertising and/or even trigger behavioral
response offline.
The findings discovered that respondents tend not to believe Internet advertising
provided the true picture of products being advertised. They agree that government
shall regulate Internet advertising. Practitioners might need to review their process in
making the advertisements and stand firm for the code of conducts in order to correct
the negative views held by most consumers.
The findings suggested that Internet users welcome the novelty brought by
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
26
Internet advertising. Without doubt, Internet is becoming more important in spreading
information. Technological advancement such as Wi-Fi and online cellular phone
would lead to an increasing use of Internet. Practitioners shall grasp this advancement
together with a better understanding of user’s belief and attitude in advertising in
order to launch successful online advertising campaign.
Also, with the development of broadband technology, allowing the web to stream
video footage similar to that on television and the adoption of television based web
technologies, such as web TV and Internet access via arcade games or television
connected modems and cables, the differences between these two advertising
mediums are very likely to converge. While we now consider these two mediums to
be very different, we may consider them to very similar in a few years.
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
27
5. LIMITATIONS AND FUTURE RESEARCH DIRECTIONS
The sampling method was not purely random because high traffic places like
schools and malls were chosen. This may affect the generalisability of results
(Prendergast, Ho and Phau 2002). In addition, the convenience sampling method may
also create bias. For example, the educational background hoes not well fit with the
annual survey of Internet use in Hong Kong where people with high school
educational background is the dominant Internet user in Hong Kong. Although every
attempt was made to sample respondents with different backgrounds for taking part in
the survey, the non-random sample still lacked the representativeness of a
cross-sectional population. In addition, though the sample size could meet the
statistical requirement, it did not imply that the sample size was large enough to
represent the population. Future research may consider using a more general and
representative population of Internet users (i.e. raising the sample size). Furthermore,
the respondents were recruited from one country (Hong Kong) in Asia. The results
cannot therefore be generalized to Internet users in other countries. Nevertheless, the
research findings shall be useful for advertisers for understanding Internet users in the
Asia, especially The Greater China Region, where people use common language and
shares similar value and cultural dimensions.
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
28
Moreover, there may be other unfound factors existing in the mediation, for
example, individual characteristics such as risk-taking and Internet usage frequency
and duration, which were not investigated in this study.
In addition, there were rounding off errors. The five-point scales would give rise
to central tendency problem which affect the accuracy and representation of results.
Furthermore, the research addressed to a rather macro and general level issue
regarding Internet advertising. In-depth issue such as the attitudes held by Internet
users towards a specific kind of Internet advertising format was not being investigated.
The characteristics of a certain Internet advertising format such as interactivity and
customization shall be important factors to be considered. Future study may attempt
to explore the relationship between the formats, characteristics of Internet advertising
and the beliefs and attitudes held by Internet users.
This research tested the dimensions and beliefs held towards Internet advertising
by Hong Kong Internet users. Further research may explore additional dimensions and
beliefs appropriate to web advertising. It may be discovered that some dimensions and
beliefs are universal to all forms of advertising, however, differing in their strength
and significance, while other dimensions and beliefs may be exclusive to a single
advertising medium.
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
29
The study of new forms of online social networking sites, advertisements on these
sites and their impact on advertising could be researched in the future. Given the wide
scope of study available and the rapid changes in e-commerce, further and more
frequent research is needed to identify the other factors that could affect beliefs and
attitude towards Internet advertising.
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
30
6. CONCLUDING REMARKS
While some have argued that today's world is becoming one "global village"
with common needs and desires because of the application of Internet, others suggest
that it is premature to assume that ethnic and cultural differences have eroded to the
point that they are no longer a significant consideration in advertising. People can
develop different attitudes towards in a certain type of advertising medium, on the
basis of different beliefs. The results are consistent with previous speculation that the
belief factors have a significant relationship with attitudes towards Internet
advertising of Hong Kong Internet users.
It is vital to have a strong understanding in order to improve communication in
advertising activities by getting the right people to use the right message. Internet
advertising will continue to be the main choice among tools in the Integrated
Marketing Communication (IMC) used by corporations to outdo their competitors.
Thus, knowing more about their customers’ beliefs and attitudes towards advertising
will surely put them ahead of the game.
The Internet demographics are constantly changing. The use of Internet could be
further expanded in different aspects in our daily life. More survey would be needed
to assess the attitudes and the structure in this changing Internet population.
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
A - 1
References Periodical Articles � Anderson, D. (2000). Creating and nurturing a premiere e-business. Journal of
Interactive Marketing, 14(3), 67-73.
� Anderson, R.D., Engledow, J. L., & Becker, H. (1978). How Consumer Reports Subscribers See Advertising. Journal of Advertising Research, 18(6), 29-34.
� Anderson, R.D., Engledow, J.L. & Becker, H. (1978). Advertising attitudes in West Germany and the U.S: An analysis over age and time. Journal of
International Business Studies, 9, 27- 38.
� Cutler, B. (1990). The fifth medium. American Demographics, 6(1), 24-61. � Ducoffe, R. H. (1996). Advertising value and advertising on the Web. Journal of
Advertising Research, 36(5), 21-35. � Kozinets, (1999). The Field Behind the Screen: Using Netnography for
Marketing Research in Online Communities. Journal of Marketing Research, 39(1), 61-72.
� Mehta, R., Sivadas, E. (1995). Comparing response rates and response content in
mail versus electronic mail surveys. Journal of the Market Research Society,
37(4) , 429-439. � Pollay & Mittal (1993). Here's the Beef: Factors, Determinants, and Segments in
Consumer Criticism of Advertising. Journal of Marketing, 57(July), 99-114 � Schlosser, A., Shavitt, S. & Kanfer, A. (1999). Survey of Internet Users'
Attitudes Toward Advertising, Journal of Interactive Marketing, 13(3), 34-53. � Scholsser, A. E. & Kanfer, A. (1999). Current Advertising on the Internet: The
Benefits and Usage of Mixed-Media Advertising Strategies. Advertising and the
World WideWeb
� Sin, L. Y. M. & Tse, A. C. B. (2002). Profiling Internet Shoppers in Hong Kong:
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
A - 2
Demographic, Psychographic, Attitudinal and Experiential Factors, The Journal
of International Consumer Marketing, 15(1), 7-29. � Solomon, M. R., (1983). The Role of Products as Social Stimuli: A Symbolic
Interactionism Perspective, Journal of Consumer Research, 10(3), 319-329. � Townsend, A.M. (2001). Network cities and the global structure of the Internet.
The American Behavioral Scientist, 44(10), 1697. � Yang,C.C.(1994). Screen-based interactive advertisements and their
effectiveness: An exploratory study of cross-national computer users. Unpublished doctoral dissertation, the Ohio State University, Columbus, U.S.
Electronic Resources
� Hong Kong Trade Development Council (2008). Hong Kong Internet Industry
Profile. Retrieved December 30, 2008, from http://hongkong.hktdc.com/content.aspx?data=hk_content_en&SRC=HK_MaPrFaSh&contentid=173578
� Web Mining Lab, Dept of Media & Communication, City University of Hong Kong (2008). Internet Use in Hong Kong: the 2007 Annual Survey Report. Retrieved December 30, 2008, from http://newmedia.cityu.edu.hk/hkip
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
A - 3
APPENDICES
Appendix 1 Samples of Questionnaires
Chinese Version
���� � � � � � � �� ��� � � � � � � ��������� � �
��� � �� �!"��# $ %&
&
�' ( ��) * �& & + , - . / 0 1 �2 , - . 0 1 %&
�
�� � � � � ��� ��� � � �� �� �� ��
�� � � � � �� � � � � � � �� �� �� �� �� ��
�� � � � ! � " #� $ % & ' ( �" )�� �� �� �� �� ��
�� � � * + ,�- . / �� �� �� �� �� ��
�� % 0 1 � � 2 3 4 5 6�- . / �� �� �� �� �� ��
7 � � � * �8 9 " ): ; < = > ? @ A �� �� �� �� �� ��
B� � � � = � C D �E F �� �� �� �� �� ��
G � � � � H : I J K = L �M N �� �� �� �� �� ��
O � � � � � P QR�S T �� �� �� �� �� ��
�U � VW X Y Z [ \ )] ^ ? _� � � [̀ a � �b c d e �� �� �� �� �� ��
��� � � � P = f " )gh i �S T �� �� �� �� �� ��
��� Vj k l m ^ ? _� � � [̀ a � �b c d e �� �� �� �� �� ��
��� � � � � �n o p q r s QR�" )gh i S T �� �� �� �� �� ��
��� t �� � �u v _\ � w x y z { � | + } ~ � � �� � �� �� �� �� �� ����� % 0 1 � � � � � � I J K �� � �� �� �� �� �� ��
�7 � t �� � �u v \ � w x y z { � | + � � w �� � �� �� �� �� �� ��
�B� � � �; < � � ��� �� �� �� �� ��
�G � � � � � � � � I J �� �� �� �� �� ��
�O � � � �\ � � � V [̀ � � �� � �� �� �� �� �� ��
�U � � � � P � QR� �b c �� �� �� �� �� ��
��� � � �= � �� = � � � ��� �� �� �� �� ��
��� = � _� � � �� � ¡ { ¢ £ #� � �� �� �� �� �� ��
��� = � _�p �� � = ¤ ¥ ¦�� �� �� �� �� ��
��� � � § ¨ )© ª « �� �� �� �� �� ��
��� W ¬ = � � _® ¯ ° ± � ²³ ´ µ ] �� �� �� �� �� ��
�7 � � � d ¶ _� � � + � P " )} · � ?̀ �� �� �� �� �� ��
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
A - 4
�B� � � �� ¹̧ [ \ º m ^ � �� �� �� �� �� ��
�G � % z » �� � = ¼ ½ ¾ ¿ �� �� �� �� �� ��
�O � � � Vv À E F Á à a � Ä Å �� �� �� �� �� ��
�U � W ¬ = � � _° ± � Æ Ç ²³ ´ È É Ê Ë �� �� �� �� �� ��
��� W ¬ = � � _� Ì Í Î Ï ²Ð{ � �Ñ Ò Ó J �� �� �� �� �� ��
��� Ô Õ � Z Ö × Ø � � �� �� �� �� �� ��
��� Ù �d ¶ _�p �� � �Ú��� �� �� �� �� ��
��� Ù �d ¶ _�Û Ü � � �� �� �� �� �� ��
�
�
Ý Þ S ß � à á â u ��ã ä å�
�
¦æ ç� è� é�
�
6ê ç�
O � ëì í ��U �î����
ë����î��O � ë� �U �î���� ë� ���î��O � ë�
�U ���� ����O �
ë��U �î���� ë� ���î��O � ë� �U � ëì �
�
ï ð ñ ò ç�
% ó ì � % ó � ô õ ö ÷ �
ô Áø ù ú ó û � ü ó ýþ Á� ¡ { �
�
ù ú ç�
ó � � ��ú � � ¨ ú � S T � � ú � ï � �
h i ú � � i � � % & ¢ ú � ¡ { � ú �
�
�Ñ ° ± � �6S ç����
5 É � [ � � � [ � ý`6�`6ý 6� ý� 6� � ý� 6� � 6ì �
�
: � � � �� � ç�
�U U ���G U � � � BO ���7 U � � � �O ����U � � � 5 É � �O � � �
�
�
� � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �� � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �� � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �� � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �� � � � �� � � � �� � � � � � � ����� � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �� � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �� � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �� � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � ���� ����
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
A - 5
English Version
Hello! We are a group of students of Hong Kong Baptist University. We are now
conducting a research over online advertising. Please complete the following
questionnaire. All information collected would be used for research purpose only.
Please circle your level of agreement with the following statements. 1 represents “strongly disagree” , while 5 represents “strongly agree.” 1. Internet advertising is essential. �� � �� �� �� ��
2. Internet advertising helps to raise our standard of living.
�� �� �� �� ��
3. Internet advertising results in better products for the public.
�� �� �� �� ��
4. Internet advertising promotes undesirable values in our society.
�� �� �� �� ��
5. Most Internet advertising distorts the values of our youth.
�� �� �� �� ��
6. Some products in Internet advertising have negative effects on our society.
�� �� �� �� ��
7. In general, Internet advertising helps our nation’s economy.
�� �� �� �� ��
8. In general, Internet advertising promotes competition, which benefits the consumer.
�� �� �� �� ��
9. Internet advertising is a valuable source of information about latest fashion.
�� �� �� �� ��
10. Internet advertising is a valuable source of information about how to establish personal taste.
�� �� �� �� ��
11. Internet advertising provides accurate information about products/services.
�� �� �� �� ��
12. Internet advertising is a valuable source of information about local sales.
�� �� �� �� ��
13. Internet advertising helps me keep up-to-date about product s/services available in the marketplaces.
�� �� �� �� ��
14. Because of Internet advertising, people buy a lot of things that they do not really need.
�� �� �� �� ��
15. Most Internet advertising insults the intelligence of the average consumer.
�� �� �� �� ��
16. Internet advertising persuades people to buy things they should not buy.
�� �� �� �� ��
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
A - 6
17. Internet advertising promotes a materialistic society. �� �� �� �� ��
18. Internet advertising encourages people to buy something to impress others.
�� �� �� �� ��
19. Internet advertising makes people live in a world of fantasy.
�� �� �� �� ��
20. Internet advertising provides information on what is cool.
�� �� �� �� ��
21. Internet advertising is interesting and attractive. �� �� �� �� ��
22. Sometimes Internet advertisements are even more enjoyable than other media contents.
�� �� �� �� ��
23. Sometimes, I like to think about what I see on Internet advertising.
�� �� �� �� ��
24. Internet advertising creates brand image. �� �� �� �� ��
25. It will be boring to surf on the Internet without Internet advertising.
�� �� �� �� ��
26. In general, Internet advertising does not provide a true picture of the product advertised.
�� �� �� �� ��
27. Internet advertising is an impersonal way of selling. �� �� �� �� ��
28. Most Internet advertising is misleading. �� �� �� �� ��
29. Internet advertising plays an essential role in modern economy.
�� �� �� �� ��
30. Getting online will become too expensive if there is no Internet advertising.
�� �� �� �� ��
31. Website operators will charge their users if there is no Internet advertising.
�� �� �� �� ��
32. Government should regulate Internet advertising. �� �� �� �� ��
33. Overall, I consider Internet advertising as a good thing.
�� �� �� �� ��
34. Overall, I like Internet advertising. �� �� �� �� ��
Demographics Please circle as indication. Gender: Male Female Age: Below 9 10 - 14 15 - 19 20 - 24 25 - 29 30 – 34 35 - 39 40 - 44 45 - 49 50 and above
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
A - 7
Education Level: Post graduate level University Level High Diploma level
Senior High/ Vocational School Level Junior High /Elementary School Level Others
Occupation:
Students Banking Industry
Manufacturing I.T. Industry Teachers
Service Public Service Mass Media Industry Others Unemployed
Years of Using Internet: Below 6 months 6 months to 1 year 1-2 years 2-3 years 3-4 years 4 years and above Online Shopping Interest:
100 - 80 % 79 - 60 % 59 - 40 % Below 39 % -----------------------------------------Thank you!-----------------------------------------------
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
A - 8
TABLE 2. Beliefs About Internet Advertising
� � � � � � � � � � � � � ! � � " � � �# ! � $ � � $ �
% � & � � ! � � �
1. Internet advertising is essential. �U U � �� ��� �� U ��
2. Internet advertising helps to raise our standard of living. �U U � �� O �� U � G B�
3. Internet advertising results in better products for the public. �U U � �� O G � U � G ��
4. Internet advertising promotes undesirable values in our society. �U U � �� O �� U � G 7 �
5. Most Internet advertising distorts the values of our youth. �U U � �� O �� �� U ��
6. Some products in Internet advertising have negative effects on our society.
�U U � �� �G � U � O ��
7. In general, Internet advertising helps our nation’s economy. �U U � �� ��� U � G O �
8. In general, Internet advertising promotes competition, which benefits the consumer.
�U U � �� 7 B� U � G �
9. Internet advertising is a valuable source of information about latest fashion.
�U U � �� O B� U � G ��
10. Internet advertising is a valuable source of information about how to establish personal taste.
�U U � �� �� U � O ��
11. Internet advertising provides accurate information about products/services.
�U U � �� B�� U � O ��
12. Internet advertising is a valuable source of information about local sales.
�U U � �� �7 � U � O �
13. Internet advertising helps me keep up-to-date about product s/services available in the marketplaces.
�U U � �� 7 �� U � O ��
14. Because of Internet advertising, people buy a lot of things that they do not really need.
�U U � �� ��� U � O B�
15. Most Internet advertising insults the intelligence of the average consumer.
�U U � �� �7 � U � BO �
16. Internet advertising persuades people to buy things they should not buy. �U U � �� ��� U � O 7 �
17. Internet advertising promotes a materialistic society. �U U � �� ��� U � O G �
18. Internet advertising encourages people to buy something to impress others.
�U U � �� ��� U � O ��
19. Internet advertising makes people live in a world of fantasy. �U U � �� O �� U � O ��
20. Internet advertising provides information on what is cool. �U U � �� �G � U � G ��
21. Internet advertising is interesting and attractive. �U U � �� �B� U � G B�
22. Sometimes Internet advertisements are even more enjoyable than other media contents.
�U U � �� U �� U � O 7 �
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
A - 9
23. Sometimes, I like to think about what I see on Internet advertising. �U U � �� G 7 � U � O ��
24. Internet advertising creates brand image. �U U � �� �B� U � G ��
25. It will be boring to surf on the Internet without Internet advertising. �U U � �� ��� U � O ��
26. In general, Internet advertising does not provide a true picture of the product advertised.
�U U � �� ��� U � G B�
27. Internet advertising is an impersonal way of selling. �U U � �� ��� U � G ��
28. Most Internet advertising is misleading. �U U � �� U �� U � G ��
29. Internet advertising plays an essential role in modern economy. �U U � �� �� U � O ��
30. Getting online will become too expensive if there is no Internet advertising.
�U U � �� �� U � O B�
31. Website operators will charge their users if there is no Internet advertising.
�U U � �� ��� �� U ��
32. Government should regulate Internet advertising. �U U � �� B�� �� U ��
Note: 1 denotes “Strongly Disagree”, while 5 denotes “Strongly Agree”
TABLE 3. Attitudes Toward Internet Advertising
Variables � � � ! � � " � � �# ! � $ � � $ �
% � & � � ! � � �
33. Overall, I consider Internet advertising as a good thing. �U U � �� �B� U � BO �
34. Overall, I like Internet advertising. �U U � �� O �� U � G ��
Note: 1 denotes “Strongly Disagree”, while 5 denotes “Strongly Agree”
TABLE 4. Factor Analysis of Beliefs About Internet Advertising ������������� ������������������� ������������������� ������������������� ����������
��������� � �� ��� ��� � � � � ���
� � � � ���� � �� � �� �� ���� � �� � � ����� �� �
�� ������ ������� �������
�� ��� !� ������� ����!�
� ��� �� ��� �� ��� "��
�� ���� � ����"� ��� � �
�� ���"�� ������ ���!!"�
�� �� ��� ��� �� �����!�
�� ��� �� ����� �"�����
"� ��!�"� � �!� ���!���
�� ��!!�� �� �� �������
�!� �"��� ��"!�� �����"�
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
A - 10
TABLE 5. Component Matrix of Beliefs About Internet Advertising
����
Factor Loading
Factor 1: Good for Personal Economy and Consumer Benefits (F1)
Internet advertising is a valuable source of information about local sales.
0.792
Internet advertising helps me keep up-to-date about products/services available in the marketplaces.
0.781
Internet advertising creates brands image. 0.693
In general, Internet advertising promotes competition, which benefits the consumer.
0.531
Internet advertising is a valuable source of information about latest fashion.
0.420
Factor 2: Value Distortion (F2)
Most Internet advertising distorts the values of our youth. 0.856
Some products in Internet advertising have negative effects on our society.
0.711
Internet advertising promotes undesirable values in our society. 0.667
Most Internet advertising insults the intelligence of the average consumer.
0.591
Factor 3: Good for Economy (F3)
Internet advertising helps to raise our standard of living. 0.819
Internet advertising is essential. 0.743
Internet advertising results in better products for the public. 0.548
In general, Internet advertising helps out nation's economy. 0.515
Factor 4: Materialism (F4)
Internet advertising encourages people to buy something to impress others
0.633
Internet advertising promotes a materialistic society. 0.534
Internet advertising provides information on what is cool. 0.533
Factor 5: Negative Attitudes (F5)
Most Internet advertising is misleading. 0.808
In general, Internet advertising does not provide a true picture of the picture advertised.
0.736
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
A - 11
Factor 6: Consumer Manipulation (F6)
Because of Internet advertising, people buy a lot of things that they do not really need.
0.698
Internet advertising persuades people to buy things they should not buy.
0.616
Government should regulate Internet advertising. 0.600
Factor 7: Webeconomics (F7)
Getting online will become too expensive if there is no Internet advertising.
0.829
Website operators will charge their users if there is no Internet advertising.
0.721
Factor 8: Hedonic/Pleasure (F8)
It will be boring to surf on the Internet without Internet advertising.
0.735
Sometimes Internet advertisements are even more enjoyable than other media contents.
0.531
Sometimes, I like to think about what I see on Internet advertising.
0.513
Factor 9: Product Information (F9)
Internet advertising provides information about products/services.
0.587
����
TABLE 6 Factor Analysis of Attitudes About Internet advertising ���� ������������������������������������������������� ������� ������� ������� ����������
���� ����
��������� � �� ��� � � # �� �� ��� ��$ � � �� � �$ % � �� &�' � �&�� �
�� � � � � ��� � � ���� � �� � �� �� ���� � �� � � ����� �� � � � ���� � �� � �� �� ���� � �� � � ����� �� �
�� ������ "������ "������ ������ "������ "������
�� � !�� ��� !�� �!!�!!!� � � � � �
� # �� �� ��� ��( �) � &* �+ � ��� �� ����� � � � � ���, ���- � ��
�
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
A - 12
TABLE 7. Regression of Belief Factors
Multiple R: 0.738
R Square: 0.544
Adjusted R Square: 0.522
Standard Error of the Estimate: 0.691
df Sum of Squares
Mean Square
Regression 9 108.272 12.030
Residual 190 90.728 .478
Total 199 199.0
Belied Factors Unstandardized Coefficient Beta
t
Good for Personal Economy and Consumer Benefits
!���"� ������
Value Distortion .!�!��� .!�� !�
Good for Economy !����� ���� �
Materialism !�!� � !���"�
Negative attitude .!�!�!� .��" "�
Consumer Manipulation !�!!�� !�!���
Webeconomics !���"� �����
Hedonic/Pleasure !����� ������
Product Information !����� �����
TABLE 8 Hierarchical Regression Predicting Attitudes towards Internet advertising
R Square Standardized Beta * t
Demographics
Gender 0.050 0.650
Age -0.052 -0.532
Education -0.167 -2.349
Occupation
0.153 1.552
R Square1 0.042
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
A - 13
Internet Usage
Online experience 0.104 1.552
Online shopping interest
-0.312 -4.494
R Square2 0.148
Beliefs About Internet Advertising
Good for Personal Economy and Consumer Benefits
0.447 8.252
Value Distortion -0.083 -1.625
Good for Economy 0.456 8.840
Materialism -0.009 0.173
Negative attitude -0.101 -2.050
Consumer Manipulation 0.008 0.164
Webeconomics 0.133 2.635
Hedonic/Pleasure 0.219 4.349
Product Information
0.155 3.047
R Square3 0.562
*Higher value demotes more positive attitudes towards Internet advertising in general Figure 1 Scree plot for factor analysis of beliefs towards Internet advertising
����
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
A - 14
SPSS Output Total variance ecplained
��������� � �� ��� �
�� � � � � ��� � � ���� � �� � �� �� ���� � �� � � ����� �� �
�� ������ ������� �������
�� ��� !� ������� ����!�
� ��� �� ��� �� ��� "��
�� ���� � ����"� ��� � �
�� ���"�� ������ ���!!"�
�� �� ��� ��� �� �����!�
�� ��� �� ����� �"�����
"� ��!�"� � �!� ���!���
�� ��!!�� �� �� �������
�!� �"��� ��"!�� �����"�
��� �" �� ���� � �!�����
��� �"��� ����"� � �����
� � ����� ������ ����"!�
��� �� �� �� ! � ���"" �
��� ����� ��!��� ����!��
��� �� �� ���"!� "��""��
��� ����� ����!� " �"���
�"� ����� ������ "���"��
��� ����� ������ "���"!�
�!� ��� � ������ ""�����
��� ���!� ���!�� �!�� �
��� �� �� �� ��� ����"��
� � � "�� ���!�� �������
��� � ��� ������ � �"���
��� � �� ��!��� ���"�"�
��� ��"�� �"��� �������
��� ����� �" �� �����"�
�"� ����� ��"�� �������
��� ���!� ����� �"�����
!� ���"� ����� �"�"���
�� ��" � ��� � �������
�� ���"� ����� �!!�!!!�
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
A - 15
� � � � � � � � �� � � � �� � �� � � � � � � � �� � � � �� � �� � � � � � � � �� � � � �� � �� � � � � � � � �� � � � �� � �� � � � � �� � � � �� � � � � �� � � � �� � � � � �� � � � �� � � � � �� � � � �� � � � � � � � � � � � � � � � �� � � � � � � � ��� � � � � � � � ��� � � � � � � � ��� � � � � � � � � ����
�� � � � � ���
� � �� �� � �� �� �� �� "� ��
��� � � ���&� � �� �� �� � ������� ����� .�!!�� ��� � .�� � ��!�� �!��� �� �� �� !� �! ��
��� � � ���&� � �� �� �) �� ��� �� �� �� � � � ���&�� &�� � �
��� �� ���!� � .�!"�� �"��� �!"!� .�!� � �!��� .�! �� ��!�� .�!���
��� � � ���&� � �� �� �� � �� ����/ �� � �� � � &� � � �� � � �
�) �� � / ��� ��� �� .�!��� ���"� ����� .����� .�!��� .��!�� ��!!� .�����
��� � � ���&� � �� �� �� � � � � � �� �& �� �/ � �� ��� �
���� � � � � � � �- ��.�!"�� ����� �� �� ����� �!��� ����� .�!!�� .�� � ���"�
(� ����� � � ���&� � �� �� �&� �� � � ��) �� ��� �� � �
� � � �- � � �) ��.�!��� �"��� .�!��� �! �� .�!��� �! �� �!��� �!��� �!!"�
$ � � �� � � &� � � ������� � � ���&� � �� �� �) �� �
� ���� � � � � � �� ��� � � � � � � �- ���!��� ����� �!��� .�!�"� �!��� ����� ��� � .�!��� �����
��� � � ��0 ���� � � ���&� � �� �� �) �� �� � ������� �1 �
� � �� � - ������� ����� ����� ��"�� .�!��� .��!"� ����� .���"� �� !�
��� � � ��0 ���� � � ���&� � �� �� �� � � � � � �
� � � � ����� �0 �2 ) �� ) �/ � � �� ��) �� � � � � � ���� �� ����� �� �� .�� � .�!��� ����� ����� .��!�� �!���
��� � � ���&� � �� �� �� ���� ��� �/ � � � � � � �� � �
��� � � � ���� ���/ � � ����� ��� � ) �� ������!� .�!��� � ��� ����� .���"� � ��� �!��� .�!!"� � ��
��� � � ���&� � �� �� �� ���� ��� �/ � � � � � � �� � �
��� � � � ���� ���/ � � ��) � 2 ��� � ��/ �� ) �� � � ����
�� � ��
��!�� .�!�"� �!��� �� � �!! � �!��� ��!�� ��� � ��!��
��� � � ���&� � �� �� �� � � � �& ���� � � � ���� ���/ � � ��
� � � &� � � 3 � � �� ����"�� .�!��� ����� � ��� .�!��� .�!��� �! �� .�!��� ��"��
��� � � ���&� � �� �� �� ���� ��� �/ � � � � � � �� � �
��� � � � ���� ���/ � � ���� � ��� �� ������� .���"� �!��� �!��� .�!"�� �!��� ����� �!��� .���"�
��� � � ���&� � �� �� �) �� �� �4 � �� � .�� .&�� �
�/ � � ��� � � &� � � 3 � � �� ��� ����/ � �����) �
� �� 4 �� ��� ��
��"�� .�!��� ��!�� �!�"� .�! �� ����� ����� ���!� .�!���
5 � �� �� � ���� � � ���&� � �� �� 0 �� � � � �/ � - ����� ��
� � ��) �� ��) ����) - �&� ��� ��� ���- �� &����! � ����� .�!��� ����� ��!�� ���"� .�!��� ���!� �����
(� ����� � � ���&� � �� �� ��� � �� ��) ���� ��� �� �
� � ��) ��� � � �� � � � � � ��.�!"�� ����� .���!� .�!��� � "�� �!��� �!��� ����� .�� ��
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
A - 16
��� � � ���&� � �� �� �� � � �& �� � � � ��� �/ � - �
�) �� ��) - � ) � � �&��� ��/ � - ���! �� � ��� .�!� � ���"� � !�� ����� .�!"�� ��� � .�����
��� � � ���&� � �� �� �� � � � � � ���� �� � ���� ��� �
� � � �- ���!�"� ���!� ����� �� �� ��"�� ����� ��"!� .���!� .�!�"�
��� � � ���&� � �� �� � �� � � � � �� � � � ��� �/ � - �
� � �) �� ��� ��� � � �� �) � ��!��� ����� .�!� � �� � ����� �!��� �!��� �!��� �!���
��� � � ���&� � �� �� �� �4 �� � � � ���� ������2 � � �&�
� � �� ���� - ��.�!��� � �!� .�� �� ���"� ��!�� ����� �!� � ����� � ��
��� � � ���&� � �� �� �� � � � �& ���� � � � ���� ��� ��
2 ) ���� �� � � ���� ��� .�!��� �!��� ��" � .�!� � ����� .�!�"� �!��� �����
��� � � ���&� � �� �� �� ���� � ��� ���&����� �� ��� �� ����� �!�!� ����� ����� �!��� �!��� .�! �� � " � � ���
$ � � ��� ���� � � ���&� � �� � �� ��� � � ��
� � � � �6 � - �/ � ��) ���� �) � �� &���� � �� �� ������� .�!�!� ��!�� �!��� .�� �� .�!��� .�!� � �� �� �����
$ � � ��� 0 �����4 ��� ��) ��4 ��/ � � ��2 ) ����� �� ��
��� � � ���&� � �� �� �����!� .�!�!� �� � �!��� ����� .����� .��!�� ��� � ��" �
��� � � ���&� � �� �� �� � �� �/ � �� ��� � �� ��� � ����� ���"� �!��� ��!�� .����� .����� �!��� �����
���2 ����/ �/ � � �� ��� � � � � �� ���) ���� � � ��2 ��) � � ��
��� � � ���&� � �� �� ���!!�� �!��� �� !� �!�!� .����� �!��� ����� ����� .�����
��� � � ��0 ���� � � ���&� � �� �� �&� ��� ��� � � � �& �
���� � �� �� �� � �� � ��) �� �� �� � ��&� � �� &��.�!��� �!��� .�! �� .�! �� �� �� ��!�� �!��� .�!�!� ��!��
��� � � ���&� � �� �� �� ������ � � � ����2 �- �� � �
���� ������� ����� .�!��� �!� � ��� � ����� .�!� � �!!�� ��� �
(� ����� � � ���&� � �� �� �� �� � � �&�� �� .�!!"� ����� �!��� ���"� �"!"� �!�"� �!��� .�!��� �!���
��� � � ���&� � �� �� �� ��- ���� ������� � � ����
� � & � �� � � �� � - ������� .�!�"� � ��� �!�!� � !�� .�! � ���!� �!�"� � �!�
7 ���� �� ���� �2 ����/ � � � ��� � � # � � �� ��� �
�) � �� ��� ���� � � ���&� � �� �� ������� �!� � �!"�� .�!��� �!��� .�! "� �"��� �!"�� .���"�
8 / �� �� � � ��� � �2 ����� ) �� ��) �� �� � ��� ��) � �
� ��� ���� � � ���&� � �� �� ����!�� �� !� �!��� �� "� �!��� �!��� ����� �!��� �����
7 � � � � � ��� ) � � �&�� � ��� ���� � � ��
�&� � �� �� ��.�! �� �� �� ��!!� .����� �!� � ��!!� � ��� .����� ��� �
� # �� �� ��� ��( �) � &* �+ � ��� �� ����� � � � � ���, ���- � �� �
��� � � � � � �� � # �� �� � &��
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
A - 17
Regression Analysis � ������ � � � ���� ������ � � � ���� ������ � � � ���� ������ � � � ��� ����
����
�) �� �$ ���� ��� �
(� & �� 9�
9�
$ % � �� �
, &6 � � &�9�
$ % � �� �
$ �&��� � � � � �� � ��) �
� ��� �� �
9�$ % � �� �
�) �� �
:�
�) �� � &� �� &� ��
$ � ��:�
�) �� �
�� �� "; �< � ����� ����� ����!����� ����� ����� � �� ��!� �!!!�
�� � + � &�� �� � * �; �� � ����< 0 �9� 7 9�� �� �� � � � � � � � � ��� � � �����- � ��0 �9� 7 9�� �� �� � � � � � � � � "�� � � �����- � ��0 �9� 7 9�� �� �� � �
� � � � � � ��� � � �����- � ��0 �9� 7 9�� �� �� � � � � � � � � ��� � � �����- � ��0 �9� 7 9�� �� �� � � � � � � � � ��� � � �����- � ��0 �9� 7 9�� �� �� � �
� � � � � � ��� � � �����- � ��0 �9� 7 9�� �� �� � � � � � � � � �� � � �����- � ��0 �9� 7 9�� �� �� � � � � � � � � ��� � � �����- � ��0 �9� 7 9�� �� �� � �
� � � � � � ��� � � �����- � ���
�
���� � � � �� � � �� � � �� � � �� � � �� � � �� � � �� � � � ����
����
(� & �� � � $ � � �� � �$ % � �� � &� � ( ���$ % � �� � :� $ � ��
9 � �� �� �!"����� �� ���! !� ����� � �!!!; �< �
9 �&� ��� �!���"� ��!� ���"� � � �
��
� � ���� ����!!!� ���� � � � � �
�� � + � &�� �� � * �; �� � ����< 0 �9� 7 9�� �� �� � � � � � � � � ��� � � �����- � ��0 �9� 7 9�� �� �� � � � � � � � � "�� � � �����- � ��0 �9� 7 9�� �� �� � �
� � � � � � ��� � � �����- � ��0 �9� 7 9�� �� �� � � � � � � � � ��� � � �����- � ��0 �9� 7 9�� �� �� � � � � � � � � ��� � � �����- � ��0 �9� 7 9�� �� �� � �
� � � � � � ��� � � �����- � ��0 �9� 7 9�� �� �� � � � � � � � � �� � � �����- � ��0 �9� 7 9�� �� �� � � � � � � � � ��� � � �����- � ��0 �9� 7 9�� �� �� � �
� � � � � � ��� � � �����- � ���
/ � � = � �& ���� �� ��/ � * �9� 7 9�� �� �� � � � � � � � � ��� � � �����- � ���
�
� ��� � ���� � ��� ��� � ���� � ��� ��� � ���� � ��� ��� � ���� � �� ����
����
> � ���&�� &�? &��� � � �� � �� �
$ ���&�� &�? &�
�� � � �� � �� � �� $ � ��
(� & �� 5� $ �&��� � � � � � 5 ��� � � � �
�� ; �� � ����< � ����� .!��� �!��� � � �!!!� ��!!!�
� � 9� 7 9�� �� �� � � � � � � � �
��� � � �����- � ������"� �!��� ���"� ������ �!!!�
� � 9� 7 9�� �� �� � � � � � � � �
��� � � �����- � ���.�!��� �!��� .�!��� .�� !� � ���
� � 9� 7 9�� �� �� � � � � � � � �
�� � � �����- � �������� �!��� ����� ���� � �!!!�
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
A - 18
� � 9� 7 9�� �� �� � � � � � � � �
��� � � �����- � ����!� � �!��� �!� � ���"� ��"��
� � 9� 7 9�� �� �� � � � � � � � �
��� � � �����- � ���.�!�!� �!��� .�!�!� .��" "� �!�"�
� � 9� 7 9�� �� �� � � � � � � � �
��� � � �����- � ����!!�� �!��� �!!�� �!��� ��"��
� � 9� 7 9�� �� �� � � � � � � � �
��� � � �����- � ������"� �!��� ���"� ����� �!!��
� � 9� 7 9�� �� �� � � � � � � � �
"�� � � �����- � �������� �!��� ����� ������ �!!!�
� � 9� 7 9�� �� �� � � � � � � � �
��� � � �����- � �������� �!��� ����� ����� �!!��
�� � = � �& ���� �� ��/ � * �9� 7 9�� �� �� � � � � � � � � ��� � � �����- � ���
Hierarchical Analysis
� ������ � � � ���� ������ � � � ���� ������ � � � ���� ������ � � � ��� ����
����
(� & �� 9� 9�$ % � �� �
, &6 � � &�9�
$ % � �� �
$ �&��� � � � � �� � �
�) �� ��� �� �
�� ��!�; �< � �!��� �!��� ��""�!����
�� � + � &�� �� � * �; �� � ����< 0 �@ � � � � ���� �0 �� &� � ���� �0 �7 �& � 0 �, �� �� �
�
���� � � � �� � � �� � � �� � � �� � � �� � � �� � � �� � � � ����
����
(� & �� � � $ � � �� � �$ % � �� � &� � ( ���$ % � �� � :� $ � ��
9 � �� �� "� !�� �� ��!��� ������ �!��; �< �
9 �&� ��� ��!���"� ���� ���"� � � �
��
� � ���� ����!!!� ���� � � � � �
�� � + � &�� �� � * �; �� � ����< 0 �@ � � � � ���� �0 �� &� � ���� �0 �7 �& � 0 �, �� �� �
/ � � = � �& ���� �� ��/ � * �9� 7 9�� �� �� � � � � � � � � ��� � � �����- � ���
�
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
A - 19
� ��� � ���� � ��� ��� � ���� � ��� ��� � ���� � ��� ��� � ���� � �� ����
����
> � ���&�� &�? &�
�� � � �� � �� �
$ ���&�� &�? &�
�� � � �� � �� � �� $ � ��
��� ��� �� �& �� �
��� � � ���� � � �5� �� � � ����� � �
�� ���� �� ��- �
$ ���� ��� �
(� & �� 5�
$ �&��
� � � � � � 5 ��� � � � �
' � 2 � �
5� � �&�
> � � � �
5� � �&� A � � .� � & � � + �� ����� + �� �� � � � � ��� � � �:�
�� ; �� � ����< � ����� ���"� � � ��"�� �� �� .���"� ��!�� � � � � � � � �
� � 7 �& � � ��!!� ����� �!�!� ���!� ����� .��!�� ��!�� �! �� �!��� �!��� �"� � ������
� � , �� �� � .�!� � �!��� .�!��� .�� �� ����� .��!�� �!��� �!��� .�! "� .�! �� ��� � ������
� � � &� � ���� �� .��� � �!��� .����� .�� ��� �!�!� .��"�� .�!��� .���"� .����� .����� ����� ��! ��
� � @ � � � � ���� �� �!��� �!��� ��� � ������ ����� .�!��� ��!�� �!"�� ���!� ��!�� ��!�� ���"��
�� � = � �& ���� �� ��/ � * �9� 7 9�� �� �� � � � � � � � � ��� � � �����- � ���
�
� ������ � � � ���� ������ � � � ���� ������ � � � ���� ������ � � � ��� ����
����
�) �� �$ ���� ��� �
(� & �� 9�
9�
$ % � �� �
, &6 � � &�9�
$ % � �� �
$ �&��� � � � � �� � ��) �
� ��� �� �
9�$ % � �� �
�) �� �
:�
�) �� � &� �� &� ��
$ � ��:�
�) �� �
�� � "�; �< � ���"� ����� �� ���� !� ���"� ���"�� �� �� � �!!!�
�� � + � &�� �� � * �; �� � ����< 0 �$ ) � � � �� 0 �@ � � � � ���� �0 �B �� 0 �� &� � ���� �0 �7 �& � 0 �, �� �� �
�
���� � � � �� � � �� � � �� � � �� � � �� � � �� � � �� � � � ����
����
(� & �� � � $ � � �� � �$ % � �� � &� � ( ���$ % � �� � :� $ � ��
9 � �� �� ������� �� ���!�� ���"�� �!!!; �< �
9 �&� ��� �������� �� � �"��� � � �
��
� � ���� ����!!!� ���� � � � � �
�� � + � &�� �� � * �; �� � ����< 0 �$ ) � � � �� 0 �@ � � � � ���� �0 �B �� 0 �� &� � ���� �0 �7 �& � 0 �, �� �� �
/ � � = � �& ���� �� ��/ � * �9� 7 9�� �� �� � � � � � � � � ��� � � �����- � ���
�
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
A - 20
� ��� � ���� � ��� ��� � ���� � ��� ��� � ���� � ��� ��� � ���� � �� ����
����
> � ���&�� &�? &�
�� � � �� � �� �
$ ���&�� &�? &�
�� � � �� � �� � �� $ � ��
��� ��� �� �& �� �
��� � � ���� � � �5� �� � � ����� � �
�� ���� �� ��- �
$ ���� ��� �
(� & �� 5�
$ �&��
� � � � � � 5 ��� � � � �
' � 2 � �
5� � �&�
> � � � �
5� � �&� A � � .� � & � � + �� ����� + �� �� � � � � ��� � � �:�
�� ; �� � ����< � .�� � ����� � � .� ��� ����� .������ ��!��� � � � � � � � � �
� � 7 �& � � ����� ����� �!��� �� !�� ��� � .�!�"� ��" � �! �� �!��� �!"�� �"!�� ��� ��
� � , �� �� � �!!�� �!��� �!��� �� �� �"��� .�!��� �!�!� �!��� �!��� �!��� ��!!� ��!!!�
� � � &� � ���� �� .�!�!� �!� � .�!��� .��� �� ��� � .����� �! �� .���"� .��! � .�!��� ����� ��!���
� � @ � � � � ���� �� �! �� �!��� ��!�� ������ ���!� .�!� � �!"�� �!"�� �!"�� �!��� ����� ��!�!�
� � B �� � ��"�� ���!� ��!�� ������ ����� .�!�!� ����� ����� ����� ��! � ����� ��!���
� � $ ) � � � �� � .� � � �!��� .� ��� .������ �!!!� .����� .��"�� .� �� .� !"� .����� ����� ��!� �
�� � = � �& ���� �� ��/ � * �9� 7 9�� �� �� � � � � � � � � ��� � � �����- � ���
� ������ � � � ���� ������ � � � ���� ������ � � � ���� ������ � � � ��� ����
����
�) �� �$ ���� ��� �
(� & �� 9�
9�
$ % � �� �
, &6 � � &�9�
$ % � �� �
$ �&��� � � � � �� � ��) �
� ��� �� �
9�$ % � �� �
�) �� �
:�
�) �� � &� �� &� ��
$ � ��:�
�) �� �
�� ���!; �< � ����� ����� ��"�"��"�� ����� ������� ��� �"�� �!!!�
�� � + � &�� �� � * �; �� � ����< 0 �9� 7 9�� �� �� � � � � � � � � ��� � � �����- � ��0 �9� 7 9�� �� �� � � � � � � � � "�� � � �����- � ��0 �9� 7 9�� �� �� � �
� � � � � � ��� � � �����- � ��0 �9� 7 9�� �� �� � � � � � � � � ��� � � �����- � ��0 �9� 7 9�� �� �� � � � � � � � � ��� � � �����- � ��0 �9� 7 9�� �� �� � �
� � � � � � ��� � � �����- � ��0 �9� 7 9�� �� �� � � � � � � � � �� � � �����- � ��0 �9� 7 9�� �� �� � � � � � � � � ��� � � �����- � ��0 �9� 7 9�� �� �� � �
� � � � � � ��� � � �����- � ��0 �@ � � � � ���� �0 �� &� � ���� �0 �B �� 0 �7 �& � 0 �$ ) � � � �� 0 �, �� �� �
�
���� � � � �� � � �� � � �� � � �� � � �� � � �� � � �� � � � ����
����
(� & �� � � $ � � �� � �$ % � �� � &� � ( ���$ % � �� � :� $ � ��
9 � �� �� ����� �� ��� ������ ������� �!!!; �< �
9 �&� ��� "��!��� �"�� ��� � � � �
��
� � ���� ����!!!� ���� � � � � �
�� � + � &�� �� � * �; �� � ����< 0 �9� 7 9�� �� �� � � � � � � � � ��� � � �����- � ��0 �9� 7 9�� �� �� � � � � � � � � "�� � � �����- � ��0 �9� 7 9�� �� �� � �
� � � � � � ��� � � �����- � ��0 �9� 7 9�� �� �� � � � � � � � � ��� � � �����- � ��0 �9� 7 9�� �� �� � � � � � � � � ��� � � �����- � ��0 �9� 7 9�� �� �� � �
� � � � � � ��� � � �����- � ��0 �9� 7 9�� �� �� � � � � � � � � �� � � �����- � ��0 �9� 7 9�� �� �� � � � � � � � � ��� � � �����- � ��0 �9� 7 9�� �� �� � �
� � � � � � ��� � � �����- � ��0 �@ � � � � ���� �0 �� &� � ���� �0 �B �� 0 �7 �& � 0 �$ ) � � � �� 0 �, �� �� �
/ � � = � �& ���� �� ��/ � * �9� 7 9�� �� �� � � � � � � � � ��� � � �����- � ���
�
Internet Users’ Attitudes and Beliefs Wong Fai Ching About Internet Advertising: A Case of Hong Kong 06015344
�
A - 21
� ��� � ���� � ��� ��� � ���� � ��� ��� � ���� � ��� ��� � ���� � �� ����
����
> � ���&�� &�? &�
�� � � �� � �� �
$ ���&�� &�? &�
�� � � �� � �� � �� $ � ��
��� ��� �� �& �� �
��� � � ���� � � �5� �� � � ����� � �
�� ���� �� ��- �
$ ���� ��� �
(� & �� � 5�
$ �&��
� � � � � � 5 ��� � � � �
' � 2 � �
5� � �&�
> � � � �
5� � �&� A � � .� � & � � + �� ����� + �� �� � � � � ��� � � �:�
; �� � ����< � ����� ���!� � � ����� ���!� .�"��� ������ � � � � � � � �
7 �& � � �!!�� ��� � �!! � �!��� ���!� .���"� ����� �! �� �!!�� �!!�� �� �� �� �"�
, �� �� � �! �� �! �� �!"�� ���"�� �� �� .�!��� �!��� �!��� �!"�� �!�"� ����� ���!!�
� &� � ���� �� .����� �!�"� .����� .�� !�� �!� � .��!�� .�!��� .���"� .����� .����� �"��� ������
@ � � � � ���� �� .�!! � �!�!� .�!�!� .�� �� �"��� .�!� � �! "� �!"�� .�!�!� .�!!�� ����� ��!���
B �� � .�!! � �!� � .�!!�� .�!��� ���"� .��"�� ��"�� ����� .�!!�� .�!!�� �"��� ���� �
$ ) � � � �� � .�!��� �!�!� .�!��� .�� �� ��� � .����� �!��� .� �� .�!��� .�! �� ��� � ���!��
9� 7 9�� �� �� � �
� � � � � � ��� � � �
����- � ���
����� �!��� ����� "����� �!!!� � �!� ����� ���"� ���!� ��!�� �"�!� ��� ��
9� 7 9�� �� �� � �
� � � � � � ��� � � �
����- � ���
.�!" � �!��� .�!" � .������ ��!�� .��" � �!�"� .�!��� .����� .�!��� ����� ��!""�
9� 7 9�� �� �� � �
� � � � � � �� � � �
����- � ���
����� �!��� ����� "�"�!� �!!!� � ��� ����� ����� ����� �� �� �"��� ������
9� 7 9�� �� �� � �
� � � � � � ��� � � �
����- � ���
�!!�� �!�!� �!!�� ��� � �"� � .�!�!� ��!"� �!� � �!� � �!!"� ����� ��!���
9� 7 9�� �� �� � �
� � � � � � ��� � � �
����- � ���
.��!�� �!��� .��!�� .��!�!� �!��� .���"� .�!!�� .�!�!� .����� .��!!� ����� ��!���
9� 7 9�� �� �� � �
� � � � � � ��� � � �
����- � ���
�!!"� �!�!� �!!"� ����� �"�!� .�!�!� ��!�� �!!�� �!��� �!!"� ��� � ��! "�
9� 7 9�� �� �� � �
� � � � � � ��� � � �
����- � ���
�� � �!�!� �� � ��� �� �!!�� �! � �� �� ���"� ����� ���"� �� "� ��!���
9� 7 9�� �� �� � �
� � � � � � "�� � � �
����- � ���
����� �!�!� ����� �� ��� �!!!� ���!� � ��� ����� � !�� ����� �� �� ��!���
��
� �
� �
� �
� �
� �
� �
� �
� �
� �
� �
� �
� �
� �
� �
� �
9� 7 9�� �� �� � �
� � � � � � ��� � � �
����- � ���
����� �!��� ����� �!��� �!! � �!��� ����� ����� ����� ����� ����� ��!"��
�� � = � �& ���� �� ��/ � * �9� 7 9�� �� �� � � � � � � � � ��� � � �����- � ���
�