A First Investigation into the Cross-Cultural Perceptions of Internet Advertising; A Comparison of Korean and American Attitudes

Title
A First Investigation into the Cross-Cultural Perceptions of Internet Advertising; A Comparison of Korean and American Attitudes
Other Titles
A First Investigation into the Cross-Cultural Perceptions of Internet Advertising; A Comparison of Korean and American Attitudes
Authors
김상훈
Keywords
Attitudes toward Internet advertising cross-cultural study Korea the United States INTERNET advertising CROSS-cultural studies AMERICANS KOREANS ATTITUDE (Psychology) MULTICULTURALISM in advertising CONSUMER behavior MARKETING research ADVERTISING
Issue Date
2007
Series/Report no.
Journal of International Consumer Marketing 2007; Vol.20 No.2
Abstract
In an effort to provide a first, initial glimpse of culturally different perceptions of Internet advertising practices in Eastern and Western cultures, this study compared attitudes toward Internet advertising between Koreans and Americans, with respect to the perceptions of informational, entertaining, trustworthy, and irritation aspects of Internet advertising. The results from a survey of a sample of 418 respondents show that while overall perceptions of Internet advertising were negative in both countries, Koreans and Americans had fairly different views on specific values of Internet advertising. It was found that American perceptions related mostly to the informational value of Internet advertising, whereas trustworthiness and offensiveness significantly affected Korean attitudes. Strategic points and implication are discussed for designing effective Internet advertising messages across the world.
URI
http://dx.doi.org/10.1300/J046v20n02_05
http://dspace.inha.ac.kr/handle/10505/30419
ISSN
0896-1530
Appears in Collections:
College of Social Science (사회과학대학) > Communication and Information (언론정보학) > Local Access Journal Papers, Reports(언론정보학 논문, 보고서)

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