大众传播与新闻学杂志

The Effects of Web Site Structure on Attitude: Moderating Effec t of Surfing Behavior

Abstract

Chung H

This study examines the effects of types of information on website in terms of advertising effectiveness – memory, attitude, cognitive thoughts. The primary research question for this study is whether information quality and quantity have different effects on consumers’ attitude toward the website. In this study, we manipulate information quality and quantity to see its impact on ad effectiveness. Also, we tested moderating effect by people’s surfing behavior.