STUDY ON INTERNET USER’S BELIEFS, ATTITUDES AND BEHAVIORTOWARDS ONLINE ADVERTISEMENTS

Abstract

The paper aims to understand internet users’ beliefs, attitudes and behavior towards online advertisement (OA). A questionnaire consisting of 31 items was developed to measure the belief, attitudes, and behavior towards internet advertising. This research discussed seven factors of net advertising are labeled as product information, social role and image hedonic/pleasure, good for economy, materialism falsity/No sense and value corruption. The results indicated that net user's beliefs such as product information, hedonic pleasure and social role and image positively related towards OA. While the net users “beliefs about materialism falsity/no sense and value corruption negatively related towards Net advertising. This study found that advertising credibility could influence people’s consumer attitudes, beliefs, or behaviors over time on the internet.