The Impact of Demographics, Personality and Internet Experience Factors on Online Advertising in China

Publisher(s)
University of the Thai Chamber of Commerce
Date Issued
2012
Author(s)
Other Contributor(s)
University of the Thai Chamber of Commerce. International College
Abstract
The purpose of this research is to examine the factors such as demographics,personality and internet experience influencing attitudes toward online advertising among Chinese customers. A structured questionnaire was designed to collect the empirical data from 395 internet users. Results show that there are some differences between various demographic factors in terms of their attitudes toward online advertising. In addition, personality and internet experience positively influence attitude toward online advertising in China. They were found to be a significant positive predictor of attitudes toward online advertising. Marketers would benefit from understanding the factors influencing online advertising as they can apply this knowledge for targeting Chinese consumers. The business can develop an advertising campaign and marketing plan more effectively in their global marketing efforts.
Subject(s)
Degree Level
masters
Degree Department
International College
Degree Grantor
University of the Thai Chamber of Commerce
Access Rights
public
Rights
This work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner.
Rights Holder(s)
University of the Thai Chamber of Commerce
Bibliographic Citation
Xiaoyan Wu (2012) The Impact of Demographics, Personality and Internet Experience Factors on Online Advertising in China.
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