Here we go again! The impact of website ad repetition on recall, intrusiveness, attitudes, and site revisit intentions

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• 作者：Scott McCoy^a ; ^{Scott.McCoy@mason.wm.edu}Author Vitae ; Andrea Everard^b ; ^{aeverard@udel.edu}Author Vitae ; Dennis F. Galletta^c ; ^{galletta@katz.pitt.edu}Author Vitae ; Gregory D. Moody^d ; ^{greg.moody@unlv.edu}Author Vitae
• 关键词：Online advertising ; Intrusiveness ; Reactance theory ; Experiment
• 刊名：Information & Management
• 出版年：2017
• 出版时间：January 2017
• 年：2017
• 卷：54
• 期：1
• 页码：14-24
• 全文大小：1066 K
• 卷排序：54

文摘

Internet advertising represents the United States’ second-highest advertising expenditure. From the separate perspectives of advertiser and host site, we propose antecedents to online ad recognition and site revisit intentions. Intervening variables include ad intrusiveness and attitudes when faced with repeated ads. Using the reactance theory, we tested our theoretical model on a simulated website in Chile with advertisements collected from real websites. All except one of the hypotheses were supported. Repetition degraded perceptions except for subjects who started with positive perceptions of the ad. Negative perceptions of the ads degraded website-related attitudes and intentions when the number of adimpressions rose.