Mary Ellen Gordon and Kathryn De Lima‐Turner
Advertising on the Internet can be viewed as a social contract between advertisers and Internet users. The attributes comprising this contract are: access to advertisements…
Abstract
Advertising on the Internet can be viewed as a social contract between advertisers and Internet users. The attributes comprising this contract are: access to advertisements, placement of advertisements, message, influence on fee, and information collection. Examines empirically the tradeoffs consumers make among the attributes in the social contract using an online survey analysed through conjoint analysis. The findings indicate that consumer attitudes towards Internet advertising differ from many predictions about this new media.
Details
Keywords
Kathryn Waite and Tina Harrison
This paper reports on young adults’ expectations and perceptions of online retail banking information. A combination of qualitative and quantitative research was used. Focus…
Abstract
This paper reports on young adults’ expectations and perceptions of online retail banking information. A combination of qualitative and quantitative research was used. Focus groups proved valuable in eliciting criteria grounded in the experience of users of bank Web sites. The subsequent questionnaire survey allowed the measurement of gaps between perceptions and expectations. The results indicate that respondents expect bank Web sites to be easy to use and to provide them with basic account/product details. These features are valued more than the technological aspects. Yet, perceptions of actual information provision differ. While basic account and price information is perceived to be provided, certain features are perceived to be less prevalent, rendering bank Web sites ineffective at aiding consumer decision making. The research questions the role of the Internet in information provision and suggests how banks can improve their Web sites to assist consumer decision making.