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Do Actions Speak? A Behavioural Analysis of Consumers' P erception of E-advertising


Affiliations
1 Gitarattan International Business School, New Delhi, India
2 Institute of Management Studies and Research, M. D. U., Rohtak, Haryana, India
     

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Internet users are not a homogeneous group, rather there are as many heterogeneous groups as possible. Understanding consumers in terms of their internet usage pattern is important for the e-advertisers to connect with them effectively . This study explores how behavioural factors of internet users affect their perception of e-advertising. The behavioural factors in the study include the expertise of internet use, frequency of internet usage, speed of internet connection and their experience with the internet. A survey was conducted in Delhi NCR. The results of the study are based on regression analysis and have found significant effect of consumers' behavioural factors on their perception of e-advertising.

Keywords

E-advertising, Consumers, P erception, Internet, Behavioral Factors.
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  • Do Actions Speak? A Behavioural Analysis of Consumers' P erception of E-advertising

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Authors

Sarika Ahlluwalia
Gitarattan International Business School, New Delhi, India
Seema Singh
Institute of Management Studies and Research, M. D. U., Rohtak, Haryana, India

Abstract


Internet users are not a homogeneous group, rather there are as many heterogeneous groups as possible. Understanding consumers in terms of their internet usage pattern is important for the e-advertisers to connect with them effectively . This study explores how behavioural factors of internet users affect their perception of e-advertising. The behavioural factors in the study include the expertise of internet use, frequency of internet usage, speed of internet connection and their experience with the internet. A survey was conducted in Delhi NCR. The results of the study are based on regression analysis and have found significant effect of consumers' behavioural factors on their perception of e-advertising.

Keywords


E-advertising, Consumers, P erception, Internet, Behavioral Factors.

References