2015 | OriginalPaper | Buchkapitel
The Influence of Cultural Factors on Consumers' Reactions to Internet Advertisements
verfasst von : Dr. Kenneth C. C. Yang, Mr. Yowei Kang
Erschienen in: Proceedings of the 2002 Academy of Marketing Science (AMS) Annual Conference
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This study used an experiment to examine the effects of cross-cultural differences on consumers' reactions to Internet advertisements. Internet users from three countries were recruited to investigate whether cultural factors influence Internet advertisement effectiveness. Results indicate that online shopping interest, rather than cross-cultural factors, influenced respondents' reactions to Internet advertisements.