An Empirical Evaluation on Consumer Perceived Advertising Value and Attitude

In the e-CRM environment, Internet based advertising is an important mechanism that enterprises use to communicate with customers. Existing studies suggest that the following four factors contribute to consumers’ perceived value and attitude toward advertising: entertainment, irritation, informativeness, and credibility. We believe that interactivity is another factor that influences consumers’ perceptions. The present study extends the existing literature by (1) introducing interactivity as another contributory factor, and (2) measuring consumers’ perceived value and attitude toward advertising for different purposes (brand building and directional advertising) and different media (traditional and Internet-based). The findings (1) support a research model on perceived value and attitude toward advertising; (2) demonstrate that interactivity is a necessary factor that contributes to consumer attitude toward advertising; (3) indicate some differences between traditional advertising and Internet-based advertising; and (4) suggest that advertising value may not be a mediator between the antecedents and advertising attitude