The Effect of Types of Banner Ad, Shapes of Banner Ad, Types of Product’s Ad, Language of Advertising, on Internet Users’ Attitudes: A Case ofUsers in Ecuador

• Main Authors: WilliamFlores, 魏威廉
• Other Authors: Victor Chen
• Format: Others
• Language: en_US
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/08669205429441645322

碩士 === 國立成功大學 === 國際管理碩士在職專班 === 98 === The Internet is the most rapidly growing source of information on almost any subject (Sewak, Wilkin, Bentley, ＆ Smith, 2005). While every day a growing number of companies choose to have their own website, the forms of web advertising are becoming more diverse and the use of blogs and personal websites has helped boost advertising, nowadays the creation of websites and the housing of advertising from outside Websites is something already common for everyone. The rapid development of the Internet has had an enormous impact on traditional media, and has revolutionized commercials. Many enterprises have adopted the Internet in the marketing and sales of products and today the web is an important advertising medium (Wu, Wei, ＆ Chen, 2006). For this study I have taken the specific case of Internet users in Ecuador also to understand a bit more about the impact of Internet on this South American country, and the internet users‘ behavior in Ecuador. This study is focus on the user‘s attitudes to the Website and Brand, measuring the effect of banners on the Web sites by analyzing 4 independent variables, the Types of Banner Ad, The shapes of banner Ad, Types of Products Ads and Advertising Language, Web site positioning, and having as dependent variables Trust Attitude toward the Website and Attitude toward the Brand.