Online ads in familiar and unfamiliar sites: effects on perceived website quality and intention to reuse
Online ads in familiar and unfamiliar sites: effects on perceived website quality and intention to reuse
复制标题
熟悉和不熟悉的网站中的在线广告：对感知网站质量和重复使用意愿的影响
DOI：
10.1111/j.1365-2575.2007.00290.x
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发表时间：
2009
影响因子：
6.4
通讯作者：
Eleanor T. Loiacono
中科院分区：
文献类型：
--
作者：
Scott McCoy;A. Everard;Eleanor T. Loiacono
电子商务是当今大多数企业不可或缺的一部分。网站的感知质量和用户是否打算重复使用网站是在线企业最关心的问题。影响客户重复使用网站意向的因素多种多样。在本文中，我们调查了其中的两个因素：网站是否为用户所熟悉，以及网站上是否有在线广告。结果表明，熟悉度和在线广告确实对质量和重复使用产生了影响，尽管并不完全像预期的那样。
Electronic commerce is an integral part of most businesses today. The perceived quality of the website and whether users intend to reuse the site are of primary concern to online businesses. There are various factors that influence customers' intentions to reuse a site. In this paper, we investigate two of these factors: whether the site is familiar to the user and whether there are online advertisements on the website. The results indicate that familiarity and online ads do have an impact on quality and reuse, although it is not entirely as expected.