IDEAS home Printed from https://ideas.repec.org/a/igg/jeco00/v2y2004i3p1-20.html
   My bibliography  Save this article

An Experimental Study of the Effects of Promotional Techniques in Web-Based Commerce

Author

Listed:
  • Yuan Gao

    (Ramapo College of New Jersey, USA)

  • Marios Koufaris

    (Baruch College, The City University of New York, USA)

  • Robert H. Ducoffe

    (Baruch College, The City University of New York, USA)

Abstract

This paper explores the effects of two specific message delivery techniques frequently adopted by online stores: continuously animated site banners and unexpected pop-up ads. Results from 128 surveys collected in a 2x2 factorial design showed that each of the two techniques had a significant effect on perceived irritation in the hypothesized direction. This paper also confirmed that perceived irritation has a significant negative relationship with a visitor’s attitude toward the website. This study fills a vacuum in academic research with respect to the negative effects of Web advertising and advises caution in the deployment of certain techniques. This paper advocates future research that links format attributes and presentation techniques to attitudinal consequences in Web advertising, as well as in the design of an entire website.

Suggested Citation

  • Yuan Gao & Marios Koufaris & Robert H. Ducoffe, 2004. "An Experimental Study of the Effects of Promotional Techniques in Web-Based Commerce," Journal of Electronic Commerce in Organizations (JECO), IGI Global, vol. 2(3), pages 1-20, July.
    • Handle: RePEc:igg:jeco00:v:2:y:2004:i:3:p:1-20
    as

    Download full text from publisher

    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/jeco.2004070101
    Download Restriction: no
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Muhammad Fazal Ijaz & Jongtae Rhee, 2018. "Constituents and Consequences of Online-Shopping in Sustainable E-Business: An Experimental Study of Online-Shopping Malls," Sustainability, MDPI, vol. 10(10), pages 1-24, October.
    2. Chen, Zihe & Zhu, Dong Hong, 2022. "Effect of dynamic promotion display on purchase intention: The moderating role of involvement," Journal of Business Research, Elsevier, vol. 148(C), pages 252-261.
    3. Lee, Yoojung & Kim, Hye-Young, 2019. "Consumer need for mobile app atmospherics and its relationships to shopper responses," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 437-442.
    4. Reynolds-McIlnay, Ryann & Morrin, Maureen, 2019. "Increasing Shopper Trust in Retailer Technological Interfaces via Auditory Confirmation," Journal of Retailing, Elsevier, vol. 95(4), pages 128-142.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:igg:jeco00:v:2:y:2004:i:3:p:1-20. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Journal Editor (email available below). General contact details of provider: https://www.igi-global.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.