MEASURING INTERNET USERS ATTITUDE TOWARDS INTERNET ADVERTISING

IQRA UNIVERSIY

MEASURING OF INTERNET USERS ATTITUDE TOWARDS INTERNET ADVERTISING

SYED ASFAR ALI KAZMI (4807)

This study is about to measure the attitude of internet users towards internet advertising based on internet users in Karachi, Pakistan.

MEASURING INTERNET USERS ATTITUDE TOWARDS INTERNET ADVERTISING

Abstract

After the existence of Internet, it had huge impact on the way organizations were doing their business. The number of Internet users also grew exponentially over the last two decades. Presently online advertising is a part of the advertising mix of almost all large business organizations. It is known that a persons buying behavior is affected by the psychological factors such as attitude, perception, attributes, motivation, learning and beliefs etc. There is a need to find out the effect of Internet advertising on these psychological factors of the Internet users. The objective of this paper is to measure the attitude of the Internet users towards Internet advertising. The study also tries to explore the factors that affect the attitude of the Internet users towards online advertising. The data for this paper were collected through the conduct of a primary study with the help of questionnaires. The attitude of the Internet users towards online advertising was measured using the SPSS software. The research provides insight into the decision making process of young Internet users and their attitude towards Internet advertising. This study will help the organizations in formulating an effective advertising mix.
KEYWORDS: Consumer attitude, Consumer decision making, Internet Advertising, On-line advertising.

MEASURING INTERNET USERS ATTITUDE TOWARDS INTERNET ADVERTISING

1. Introduction
The Internet and the World Wide Web (WWW) has created a fast moving industry. Within this industry, the world of online advertising has grown rapidly in last two decade. It is expected that a larger portion of advertisers' media budgets, within the next decade, will be dedicated to this new form of marketing. It appears that getting consumers to shop online, rather than only search for information, has proved difficult and it is estimated that businesses worldwide lost approximately $6.1 billion due to failed purchase attempts1. Many studies have already proved that the intention to purchase is affected by the psychological factors such as attitude, motivation, learning and perception. Attitude towards an object affects the consumers intention to purchase that product. Online advertising does no t fit into the mold of any traditional advertising model. It disseminates information in order to affect a buyer-seller transaction, as would any traditional model (i.e. television, radio, newspaper, magazine, etc.). However, there are four major differences between the online versus the traditional method. They are interaction, customization, tracking, and deliverability. Although the proficiency of using Internet is relatively low and Internet advertising is still in its infancy, with the advantages of being convenient, safe, efficient and economical, many companies are confident that the benefits of Internet advertising would outweigh traditional way of advertising in the future and therefore, companies are eager to implement the new technology and services in order to penetrate the market and gain competitive advantage. Advertisers website is usually hyperlinked with the display advertisements. Users can simply click on the advertisements and can be redirected to another website. As the number of Internet users is increasing dramatically, it provides a big room for web advertising. However, as web users get more and more experienced, the web advertisements become less effective. 2Internet users think that the online advertisements are annoying and contain computer virus. Due to the increase of this kind of advertising, lots of software is built to block them. Anderson (2005) found that about 38% of web surfers use some form of blocker to block the annoying advertisements. In 2000 online advertising spending in the United State reached $8.2 billion. These numbers have increased to $12.7 billion because more people spending more time online. Rapid change in technology internet is the biggest source of information.

(Gould and Silberzahn, 1996)

Dahlenet. al., 2003).

MEASURING INTERNET USERS ATTITUDE TOWARDS INTERNET ADVERTISING

2. Literature Review:
This study has been conducted to check the consumers attitude, perception, motivation, and their beliefs towards Internet advertisement. Thereare various types of online advertising used by the organizations to convince the Internet users. As per the website leadsleap.com there are five different categories of online advertising such as: Content Advertising, Link Advertising, Viral advertising, incentivized advertising, Obtrusive advertising. Internet users are those individuals who use the Internet for various purposes may be from their home, office or from other places. We can broadly divide the Internet users in to two categories such as a. Internet browsers: Those who use Internet not for the purpose of purchasing products or services b. Internet buyers or On-line buyers: These individuals who used the Internet for the purpose of purchasing products or services at least once. It is obviously desirable for online retailers to identify the attributes utilized by online customers in their assessment of e-commerce quality. 3However, there exists little common ground among researchers with regard to the construct of e-commerce quality. Some authors focus on aspects of web design, whereas others measure quality issues along the entire online shopping process including information searching, online ordering, delivery and payment, and aftersales service.

2.1 Theoretical Background Attitudes and Behavioral Responses Understanding consumers behavioral response is essential because behavioral response/purchase intentions assists in predicting the consumers purchase behavior (Engel, Blackwell and Kollat, 1978;Fishbein and Ajzen, 1975; Warshaw, 1980).Consumers positive attitudes toward advertising is expected to help consumer to recall the brands shown in the ads and influence their behavioral intentions (Mehta, 2000). Wan and Sun (2010) found Romanians had the most positive ATOA and were most likely to click on advertisements. Current study assumes that consumers positive attitude towards social media advertising has positive effect on their behavioral response.Behavioral response consists of two outcome variables; number of time consumers click on the banner ads and watch/read them and purchase the products/brands shown in those ads. Ad clicking is an important tool to measure the effectiveness of online advertising(Dreze and Zufryden, 1997). The same technique can be applied to measure the effectiveness of social media advertising because most of the social media advertising is akin to

(Yang and Fang, 2004)

MEASURING INTERNET USERS ATTITUDE TOWARDS INTERNET ADVERTISING

online advertising (esp. banner ads/display ads on SNSs, YouTube etc.), however the environment inwhich these ads are presented is different. Online Advertising Online advertising is a type of mass communication which is based on traditional form of advertising but develops its own communication strategies in correlation with the new technical and medium based requirements. Online advertising include contextual ads on search engine results pages, banner ads, Rich Media Ads, Social network advertising, interstitial ads, online classified advertising, advertising networks and e-mail marketing, including e-mail spam. 2.2 Empirical Studies
(Wolin & Korgaonkar, 2003)Investigates Web advertising influenced by the gender differences in order to their beliefs, attitudes and behavior by using study of 420 consumers from US, via conducted personal interviews from year 2001 to 2002. Two variables are considered Web advertising and Consumer gender perception. The Significant differences were found in genders beliefs, attitudes and behavior of about between web advertising and traditional media by two techniques had been used Analysis of variance (ANOVA) and Multivariate analysis of variance (MAOVA).The result shows that males relative to females have a positive perception; they enjoy more web advertising as compared to traditional media. Although further, finding suggest that males and females use the web for their different needs, so this will be a better opportunities for advertisers to targeting both genders through web adverting. (Wang & Sun, 2010), purpose of study is to investigate online advertising across the different cultures such as Romania and the USA, to examine the relationships about the beliefs of online advertising, attitudes towards online advertising (variable) and consumer responses (variable) to online advertising. Convenient sampling technique and the operationalization of culture are main limitations associated with the paper. Results shows factors (information seeking, entertainment, economy, credibility, and value Corruption) are statistically significant predictors of ATOA; ATOA is a significant predictor of consumer responses to online advertising; as compared to Americans, Romanians tended to hold a more positive ATOA. (Alam, Arshad, & Shabbir, 2012)Investigates Brand credibility, customer loyalty and the impact of religious orientation in the Pakistan by using study of 263 respondents data were collected in Pakistan. Two variables are considered brand credibility and Religious orientation. What is influence of religious orientation on brand credibility to customers trustworthiness, perceived quality, and loyalty by

MEASURING INTERNET USERS ATTITUDE TOWARDS INTERNET ADVERTISING

two techniques were used Correlation and hierarchical regression analysis to evaluate the hypothesized relationships between the variables. The result shows that there are significant and positive relationships between variables brand credibility and customers loyalty, trustworthiness, and perceived quality. But religious orientation found a moderate impact in relationships between brand credibility and customers trustworthiness, perceived quality, and loyalty. (Rahman & Azhar, 2011)Investigates The expressions of generation Y perceptions towards of the mobile phone service industry in Pakistan. By using study of 100 university students, those are belonging to the age group 19-28 in Pakistan. Two variables are considered Consumer loyalty and Brand preference. The regression analysis (SPSS.) technique has been used. The result concluded to verified three important areas related to the brand management and consumer behavior of choice in Pakistan. First, there is may differ in between stated brand preference and the actual choice. Second speculated low loyalty behavior found in consumers those belonging to generation Y. Finally, it verified the perceptions of consumers regarding various brands of mobile phone service industry. Researcher further suggests that some additional attributes about consumer actual choice of product is not really relying on stated preference of brand. Therefore marketers should focus their attention in determining those characteristics that consumer consider in making their stated performance and actual choice to buy the product. (Priya, Baisya, & Sharma, 2010) Investigated What impact of television advertisements on childrens buying behavior in India by using study 360 respondents of children behaviors via primary research included with literature review & in-depth interviews with childs psychologist, advertisers, teachers and parents. Two variables are considered Impact of TV advertisement and Age groups of children (5 to 11). For this intent two techniques were used Analysis of variance (ANOVA) and Pearson correlation coefficient. The result shows that the credibility aspect of the advertisement has an impact, though, not significantly, across all age groups of children, on their buying behavior. It is generally low, due to low level of their mental development among children. It is also significant influence parental values among the lower age group. As far as the children in the age group seven and above are concerned, the credibility element in the advertisement found failed to impress them if the advertisement illustrates a likely situation, dissociate group, linked with their aspiration or primary reference group indicating their changing preference for new products/brands as they grow up.

MEASURING INTERNET USERS ATTITUDE TOWARDS INTERNET ADVERTISING

(Persaud & Azhar, 2012) Investigated Consumer Willingness to accept Innovative Marketing Through usage of Smartphones by using Online Survey of 428 Respondent of Canada in November 2010. This Study reveals the conduct of Consumers to adopt the emergent Mobile Marketing. ANOVA and Regression Analysis Techniques have been used. Result shows the Consumers Shopping Style, Brand Trust and Value are the key factors to induce Consumers attention towards Mobile Marketing via Smartphones. To be successful Marketers should listen to customers, Create awareness, build Relationship, and Develop Strategy to tap motivation to engage consumers with their Brands rather than simply adopting existing marketing strategy. AKTURAN & YENER (2007) investigated the factors affecting the brand extensions success in an emerging market, Turkey by conducting questionnaire in Aksaray University, during 2 April- 21 April 2007. It analyses the relationship between several independent variables, such as Parent brand image, Category fit, Consumer innovativeness, Perceived risk, Brand extensions success (as the dependent variable) in the mobile market ,Turkey. Structural Equation Modeling techniques have been used. After testing the hypothesis, results showed that the parent image impact and the category fit impact, both of these factors have a positive effect and the greatest impacts on the brand extension success. It was found that the risk perception for an unknown brand positively affected the brand extensions success while innovativeness and involvement did not have any effect on. Finally they recommended that the marketers should have an integrated approach to the brand extension as well as develop marketing strategies to clarify the brand image and focus on emphasizing the fit. The risk perception for an unknown brand in the category positively affects the extensions success. The firm should choose brand extension as a growth strategy as a result of it a new brand name is an unknown brand name for the consumers so it will take time and it will be costly for the new brand to be successful. Furaiji, Latuszynska&Wawrzyniak (2012) contributed to a deeper understanding of the impact of different factors on consumer buying behavior. The data employed to analyses the factors influencing consumers purchase decision-making processes were obtained through a questionnaire that was conducted in December 2011 in Basra, a city in southern Iraq. It analyses the relationship between several independent variables, such as cultural, social, personal, psychological and marketing mix factors, and consumer behavior (as the dependent variable) in the electric appliances market in Iraq. There was a relationship between each factor and type of consumer behavior. They found correlation between the variables associated with questions answered such as social factors, psychological factors, marketing mix and consumer behavior along with it the relationship between cultural and personal

MEASURING INTERNET USERS ATTITUDE TOWARDS INTERNET ADVERTISING

factors and different types of consumer behavior, a one-way ANOVA was used plus, to learn more about the relationships between the independent variables and the dependent by using multiple regression. The result showed that, overall, the set of independent variables are weakly associated with the dependent variable. However, the in-depth analysis found that social factors, physical factors, and marketing mix elements are strongly associated with consumer buying behavior. Findings may be indicated as for producers and retailers in understanding consumer behavior and improving consumer satisfaction which will be helped a lot and make it possible to discover consumer decision-making rules. (Kyoung and Lin, 2011) examine the influence of cultural values on loyalty of young consumers in USA and Taiwan. The purpose of the study is to observe or evaluate the impact of culture on young buyers decision in the retail stores. The 300 questionnaires were distributed in a University of USA and Taiwan both. 485 questionnaires were returned among which 456 were complete. Factor analysis was done to narrow down the dimensions of a retail store. Trace multivariate analysis of variance and hierarchical multiple regression was run to find the cultural influence on young consumers behavior. The findings of the study enlighten that respondents are more loyal to the country they are resident in or they are citizen of. It plays a key role in shaping the consumer behavior or their loyalty towards a retail store. It also gives an idea to retailers that they should design their stores complimentary with the cultural values of that particular country. (Norm Borin et al, 2011) identifies Consumer effects of Environmental impact in product labeling. The purpose of the study is to find the impact of different levels of environmental information on consumers or to what extent environmental impact on product will appeal to consumers. The researcher used database of a local university and conduct a web survey in which 1,435 adults were asked to fill the survey and at the response rate of 23% they get 329 survey forms completed. The result interprets that the product which highlights the key ingredients or the positive environmental messages that consumer seeks for will appeal more to consumers. Baharun, Hamid, Shamsudin, MdSalleh, Zaidin, and Sulaiman (2010) identify the values and lifestyles by explaining financial unit trust behaviors in Malaysian context by using cluster data sample of 1350 customers over a period of two months. Gender (male, female), Marital status (Married), Race (Malay), Children , Age , Annual income , Education , Future investment are independent variable and investor and non-investor groups are depended variable are considered factor analysis. Results shows that there are nine factors of Malaysian customers and the core segmentation for Malaysian customers is feeling of selffulfillment because Malaysian are not health conscious and are not aware of their eating habits. It is

MEASURING INTERNET USERS ATTITUDE TOWARDS INTERNET ADVERTISING

recommended that future research will need extend this vision by considering more psychographic variables other than values and lifestyles or replicated using a more representative sample.

3. THE QUESTIONNAIRE
First the data about the Internet users demographics were collected such as, Age, Education level and Monthly income. The questionnaire consists of four variables that measure the attitude of Internet users. The first variable has 3 questions for collecting data about the demographic characteristics of Internet users. The second variableconsists of 9 questions which is our dependent variable. 1. Each of the ninequestions of online advertising using five point Likert scales anchored by 1 = strongly disagree and 5 = strongly agree. The third and fourth variable are consists of 3 questionsA structured questionnaire was used for this research, as the data collection method involved a field work with student and IQRA University and Internet users. Items in the questionnaire included demographic questions (such as income, age, and education level). The structured questionnaire consisted of fixed-alternative questions. Respondents were given a number of alternative responses to choose from. The fixed-alternative questions allowed for standardized administration. 3.1 RESEARCH METHODOLOGY
In accordance with the empirical studies, the regression model equation for Attitude of internet users (ATTITUDE) is expressed as a function of Perception of internet advertising (PERCEPTION), demographic of internet users (demographic)and (indignity).Following equation is used to examine the effect of perception of online advertising, demographic and indignityon the Attitude of internet users.

ATTITUDE = + 1 (PERCEPTION) + 2 (DEMOGRAPHIC) +3 (INDIGNITY) Where: Y = ATTITUDE PERCEPTION = Perception of internet advertising DEMOGRAPHIC INDIGNITY e = Error Correction Term

MEASURING INTERNET USERS ATTITUDE TOWARDS INTERNET ADVERTISING

Variables: Dependent variable = Attitude Independent Variables = (1) Demographic (2) Perception (3) Indignity

4. Data Analysis

In this chapter of data analysis the data has been structured in a certain order. The data will be analyzed by the use of different tests in SPSS software.

4.1 Reliability
Data reliability has been demonstrated by applying statistical tests of reliability. The questionnaire for this study based on 20 questions which includes both dependent and independent variables. Reliability test has been applied in SPSS software and according to the limitation; the value of Cronbachs Alpha should be more than 0.5 means 50%. The Cronbach alpha value of this study is 0.727 means 72.7%, and shows that the reliability of data should be acceptable.

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MEASURING INTERNET USERS ATTITUDE TOWARDS INTERNET ADVERTISING

Table 4.1 Reliability Statistics Variable Attitude Perception Demographic Indignity Overall No. Of Items 9 4 3 3 19 Cronbach's Alpha 0.773 0.546 0.648 0.602 0.743

The first variable Attitude has 9 items and the value of alpha of these items is 0.773. In the second variable Perception have 4 items and the value of alpha is 0.546. In the third variable Demographic have 3 items and their value of alpha is 0.648. In the fourth variable Indignity have 3 items and the value of alpha is 0.602. Some variables have 9 items some have 4 or 3 it means that these have less contribution. But the overall reliability of scale is 0.743 or 74.3%.

4.2 Factor Analysis

Table 4.2.1 KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity Approx. Chi-Square 454.907 Df171.000 Sig. 0.676

0.000

As per the requirement for the value of alpha that it should be more than 0.50, so in the above mentioned table the reliability of the data can be checked by the value of Cronbachs alpha and

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MEASURING INTERNET USERS ATTITUDE TOWARDS INTERNET ADVERTISING

these results also shows the value of alpha for both the independent and dependent variables which is greater than 0.50. Whilefor the value of KMO, the result defines that the value of KMO of independent variable is 0.676 which shows 67.6% of variance.

Table 4.2.2

Rotated Component Matrix

Demographic

Perception

Attitude

Indignity

Age of Respondent Level of Education Monthly Salary of Respondent Most important attributes in the perception of internet users. Confortable while purchasing through internet advertisement phone number and address. advertisement result in lower prices advertised brand give better value for money than unadvertised brand Usage of Internet Notice of internet advertisement Do you like Internet advertisement? Help and getting information regarding products and services. Attention to the internet advertisement Reputation of the company Trust on internet advertisement information help to make purchase decision Promising that provide of same quality and performance reflects in internet advertisement. distract the attention of internet user internet advertisement make you feel offended misled by internet advertisement

0.791 0.690 0.812 0.378 0.677 0.652 0.655 0.540 0.357 0.669 0.788 0.691 0.601 0.488 0.536 0.546 0.676 0.654 0.807

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MEASURING INTERNET USERS ATTITUDE TOWARDS INTERNET ADVERTISING

In this table, factor result shows the independent variables accuracy of the data. In above table 4.2.2 rotated component matrix defines the correlation in the variables to the dependent variable. The value which has the highest value of correlation shows the highest level of relationship to the dependent variable. It makes group of each variable.

4.3 Regression Analysis

Table 4.3.1: Regression Coefficient (Internet Users Attitude)

Variables (Constant) Perception Demographic Indignity Adj. R2 F-stats (Prob.)

Coefficient 2.220 0.258 -.016 0.134

t-stats 5.757 2.877 -0.176 1.528 0.090 4.119 (0.009)

Prob. 0.000 0.005 0.861 0.130

V.I.F

1.039 1.013 1.026

Table 4.3.1 describes the statistics of all variable both dependent and independent variables with their beta value, co-linearity value, significant value. The value of shows us the nature of relationship between dependent and independent variables. If the value is positive means that there is positive relationship between independent and dependent variable and the negative value

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MEASURING INTERNET USERS ATTITUDE TOWARDS INTERNET ADVERTISING

of means there is negative relationship between independent and dependent variable. In above table only Perception, have positive impact on Internet users attitude whereas, Demographic has negative impact on Internet users attitude. On the other hand Indignity have positive impact on Internet users attitude but insignificant.

value is used to form regression equation which is:

Internet users attitude = 2.220 + 0.258 (Perception) -0.016 (demographic) + 0.134 (Indignity).

The t value in table 4.3.1 shows the relative importance of each variable in above model. P value shows significance of each variable. In above table values only Perceptionvariable is less than 0.05 which means this variable has significant effect on Internet Users Attitude, whereas value of Demographic and Indignity variables are greater than 0.05 which means these variables has insignificant effect Internet Users Attitude.VIF value shows the coefficient of multiple colinearity which means that the variables are very much connected with each other. When two variables are highly correlated it means both variable are showing same occurrence and both are showing same information.

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MEASURING INTERNET USERS ATTITUDE TOWARDS INTERNET ADVERTISING

If the value of VIF is greater than 10 there multi co-linearity exists. In above table the VIF value for all variables are less than 10 it means change in value of any variable does not effect on values of other variables. Value of adjusted R square in above table shows adequacy of model with is 0.090 that shows independent variable ( Perception, Demographic and Indignity ) can predict only 9 % of variance in dependent variable (Internet Users Attitude).

5.1 Conclusion& Recommendation:

The current target audience of the online advertising is relatively small due to its low level of awareness but, this should not be underestimated. There is good potential for introducing both online and offline advertising as the penetration of Internet is growing day by day. This study provides an insight into the attitude measurement towards Internet advertising and the attributes of online advertising that affects the attitude of internet users. From the findings of the study it can be concluded that presently Internet users dont have a positive attitude towards Internet advertising. It does not mean that the organizations should ignore Internet as a medium of advertising. The measure limitation of this study is that it is confined only to a very small geographic area and the sample size is small. Analysis such as correlating demographic factors with the attitude towards Internet advertising can be done in future study. A more detailed study can be carried out to acquire insights into the phenomena, based on a larger sample size and with a better distribution of respondents demographics.

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MEASURING INTERNET USERS ATTITUDE TOWARDS INTERNET ADVERTISING

Bibliography
Bakshi& Gupta (2013),Online Advertising and its impact on consumer buying behavior, Volume 3, Issue 1 (February 2013),(ISSN 2231-5985.) International Journal of Research in Finance & Marketing Wolin, L. D., &Korgaonkar, P. (2003). "Web adversiting: gender differences in beliefs, attiudes and behavior", Internet Research, Vol. 13 Iss: 5, pp.375 - 385. Florida,USA.: MCB UP Ltd. Alam, A., Arshad, M. U., & Shabbir, S. A. (2012). "Brand credibility, customer loyalty and the role of the religious orientation", Asia Pacific Journal of Marketing and Logistics, Vol. 24 Iss: 4, pp.583 - 598. Islamabad, Pakistan: Emerald Group Publishing Limited. Wang & Sun 2010, "Examining the role of beliefs and attitudes in online advertising A comparison between the USA and Romania", International Marketing Review, Vol. 27 No. 1, 2010, pp. 87-107, q Emerald Group Publishing Limited 0265-1335 Persaud, A., & Azhar, I. (2012). "Innovative Mobile Marketing Via Smart Phones, Are Consumer Ready?", Marketing Intelligence & Planning, Vol. 30 Iss: 4, pp.418 - 443. Canada: Emerald Publications. Persaud, A., & Azhar, I. (2012). Innovative Mobile Marketing Via Smart Phones, Are Consumer Ready? Canada: Emerald Publications. Priya, P., Baisya, R. K., & Sharma, S. (2010). "Attitude and age differences in online buying", Emerald 28, (2010). New Delhi,India: Emerald Group Publishing Limited. Rahman, S., & Azhar, S. (2011). "Xpressions of generation Y: perceptions of the mobile phone service industry in Pakistan", Asia Pacific Journal of Marketing and Logistics, Vol. 23 Iss: 1, pp.91 - 107. Karachi,Pakistan: Emerald Group Publishing Limited.

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MEASURING INTERNET USERS ATTITUDE TOWARDS INTERNET ADVERTISING Appendix:

Reliability test Demographic

Reliability Statistics Cronbach's Alpha .648 N of Items 3

Item-Total Statistics Scale Mean if Item Deleted Age of Respondent Level of education Monthly Salary 4.31 4.40 4.48 Scale Variance if Item Deleted 2.638 2.768 1.347 Corrected ItemTotal Correlation .530 .393 .564 Cronbach's Alpha if Item Deleted .508 .637 .458

Attitude of internet user

Reliability Statistics Cronbach's Alpha .773 N of Items 9

Item-Total Statistics Scale Mean if Item Deleted Usage of Internet Notice of internet advertisement 25.20 26.41 Scale Variance if Item Deleted 31.129 30.117 Corrected ItemTotal Correlation .324 .180 Cronbach's Alpha if Item Deleted .768 .794

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MEASURING INTERNET USERS ATTITUDE TOWARDS INTERNET ADVERTISING

do you like Internet advertisement? help and getting information regarding products and services attention to the internet advertisement Reputation of the company Trust on internet advertisement information help to make purchase decision Promising that provide of same quality and performance reflects in internet advertisement. 26.87 26.77 27.332 27.757 .474 .482 .748 .747 26.68 27.16 26.031 28.870 .516 .367 .741 .763 26.72 26.204 .535 .738 26.59 25.170 .656 .719 26.94 25.680 .595 .729

Perception of internet user

Reliability Statistics Cronbach's Alpha .546 N of Items 4

Item-Total Statistics Scale Mean if Item Deleted most important attribuites in the perception of internet users Confortable while purchasing through internet advertisement phone number and address. advertisement result in lower prices advertised brand give better value for money than unadvertised brand 8.84 8.39 5.649 5.650 .366 .358 .452 .457 8.83 4.372 .490 .318 8.38 Scale Variance if Item Deleted 5.816 Corrected ItemTotal Correlation .160 Cronbach's Alpha if Item Deleted .630

Indignity

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MEASURING INTERNET USERS ATTITUDE TOWARDS INTERNET ADVERTISING

Reliability Statistics Cronbach's Alpha .602 N of Items 3

Item-Total Statistics Scale Mean if Item Deleted distract the attention of internet user internet advertisement make you feel offended misled by internet advertisement 6.07 2.595 .488 .400 5.97 2.767 .357 .576 5.79 Scale Variance if Item Deleted 2.335 Corrected ItemTotal Correlation .399 Cronbach's Alpha if Item Deleted .527

Overall:
Case Processing Summary N Cases Valid Excludeda Total 96 0 96 % 100.0 .0 100.0

a. Listwise deletion based on all variables in the procedure.

Reliability Statistics Cronbach's Alpha .743 N of Items 19

Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected ItemTotal Correlation Cronbach's Alpha if Item Deleted

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MEASURING INTERNET USERS ATTITUDE TOWARDS INTERNET ADVERTISING

Age of Respondent Level of education Monthly Salary Usage of Internet Notice of internet advertisement most important attribuites in the perception of internet users do you like Internet advertisement? help and getting information regarding products and services attention to the internet advertisement Reputation of the company distract the attention of internet user Trust on internet advertisement information help to make purchase decision internet advertisement make you feel offended misled by internet advertisement Confortable while purchasing through internet advertisement phone number and address. advertisement result in lower prices advertised brand give better value for money than unadvertised brand Promising that provide of same quality and performance reflects in internet advertisement. 53.76 62.163 .449 .721 54.27 53.81 64.115 61.922 .341 .483 .730 .719 54.06 54.26 66.775 61.753 .191 .379 .741 .726 53.71 53.67 53.78 54.15 53.86 53.96 60.946 59.593 66.025 63.726 60.560 64.630 .443 .493 .182 .343 .506 .315 .720 .715 .743 .730 .715 .732 53.93 53.58 59.395 60.330 .544 .495 .711 .715 54.63 54.71 54.79 52.19 53.40 53.80 68.342 68.525 66.504 67.396 66.305 68.329 .137 .105 .128 .235 .134 .026 .743 .745 .749 .738 .749 .759

Factor analysis

KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity Approx. Chi-Square df Sig. .676 454.907 171 .000

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MEASURING INTERNET USERS ATTITUDE TOWARDS INTERNET ADVERTISING

Communalities Initial Extraction Age of Respondent Level of education Monthly Salary Usage of Internet Notice of internet advertisement most important attribuites in the perception of internet users do you like Internet advertisement? help and getting information regarding products and services attention to the internet advertisement Reputation of the company distract the attention of internet user Trust on internet advertisement information help to make purchase decision internet advertisement make you feel offended misled by internet advertisement Confortable while purchasing through internet advertisement phone number and address. advertisement result in lower prices advertised brand give better value for money than unadvertised brand Promising that provide of same quality and performance reflects in internet advertisement. Extraction Method: Principal Component Analysis. 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 .628 .492 .710 .408 .201 .219 .654 .641 .493 .511 .490 .320 .453 .556 .657 .481 .463 .551 .380

Total Variance Explained Component Initial Eigenvalues % of Total 1 2 3

dimension0

Extraction Sums of Squared Loadings % of Total Variance 21.099 10.126 9.309 8.448 Cumulative % Total Rotation Sums of Squared Loadings % of Variance 17.468 11.626 10.085 9.804 Cumulative % 17.468 29.093 39.178 48.982

Cumulative %

Variance 21.099 10.126 9.309 8.448 6.810 5.435

4.009 1.924 1.769 1.605 1.294 1.033

21.099 4.009 31.225 1.924 40.534 1.769 48.982 1.605 55.792 61.227

21.099 3.319 31.225 2.209 40.534 1.916 48.982 1.863

4 5 6

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MEASURING INTERNET USERS ATTITUDE TOWARDS INTERNET ADVERTISING

7 8 9 10 11 12 13 14 15 16 17 18 19 .973 .858 .790 .768 .682 .581 .564 .510 .446 .351 .332 .290 .221 5.123 4.518 4.156 4.042 3.589 3.059 2.968 2.684 2.348 1.847 1.749 1.526 1.162 66.350 70.868 75.025 79.067 82.656 85.715 88.683 91.367 93.715 95.562 97.311 98.838 100.000

Extraction Method: Principal Component Analysis.

Component Matrixa Component 1 Age of Respondent Level of education Monthly Salary Usage of Internet Notice of internet advertisement most important attribuites in the perception of internet users do you like Internet advertisement? help and getting information regarding products and services attention to the internet advertisement Reputation of the company distract the attention of internet user Trust on internet advertisement information help to make purchase decision internet advertisement make you feel offended misled by internet advertisement Confortable while purchasing through internet advertisement phone number and address. .433 .473 .672 .407 .608 .662 .425 -.425 .731 .705 .622 .639 .489 .362 -.379 2 .689 .607 .799 -.377 .399 3 4 .351

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MEASURING INTERNET USERS ATTITUDE TOWARDS INTERNET ADVERTISING

advertisement result in lower prices advertised brand give better value for money than unadvertised brand .443 .611 -.365

Promising that provide of same quality and performance reflects in internet advertisement. .587 Extraction Method: Principal Component Analysis. a. 4 components extracted.

Rotated Component Matrix a Component 1 Age of Respondent Level of education Monthly Salary Usage of Internet Notice of internet advertisement most important attribuites in the perception of internet users do you like Internet advertisement? help and getting information regarding products and services attention to the internet advertisement Reputation of the company distract the attention of internet user Trust on internet advertisement information help to make purchase decision internet advertisement make you feel offended misled by internet advertisement Confortable while purchasing through internet advertisement phone number and address. advertisement result in lower prices advertised brand give better value for money than unadvertised brand Promising that provide of same quality and performance reflects in internet advertisement. .546 Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a. Rotation converged in 6 iterations. .677 .652 .655 .488 .536 .351 .654 .807 .540 .357 .378 .669 .435 .788 .691 .601 .383 .676 2 3 4 .791 .690 .812

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MEASURING INTERNET USERS ATTITUDE TOWARDS INTERNET ADVERTISING

Component Transformation Matrix Component 1 2
dimension0

1 .832 -.220 -.462 .215

2 .473 .393 .330 -.717

3 .289 -.102 .806 .506

4 .031 .887 -.168 .429

3 4

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.

Excel sheet after confirming factor:

Rotated Component Matrixa Component 1 Age of Respondent Level of education Monthly Salary Usage of Internet Notice of internet advertisement most important attribuites in the perception of internet users do you like Internet advertisement? help and getting information regarding products and services attention to the internet advertisement Reputation of the company distract the attention of internet user Trust on internet advertisement information help to make purchase decision internet advertisement make you feel offended misled by internet advertisement Confortable while purchasing through internet advertisement phone number and address. advertisement result in lower prices advertised brand give better value for money than unadvertised brand Promising that provide of same quality and performance reflects in internet advertisement. .546 .677 .652 .655 .488 .536 .654 .807 .669 .788 .691 .601 .676 .540 .357 .378 2 3 4 .791 .690 .812

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MEASURING INTERNET USERS ATTITUDE TOWARDS INTERNET ADVERTISING

Regression model:

Variables Entered/Removedb Model Variables Entered

d

Variables Removed Method . Enter

Indignity, Demographic, Perceptiona

a. All requested variables entered. b. Dependent Variable: Attitude

Model Summary Model R

d

Std. Error of the R Square .344

a

Adjusted R Square .090

Estimate .61771

.118

a. Predictors: (Constant), Indignity, Demographic, Perception

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MEASURING INTERNET USERS ATTITUDE TOWARDS INTERNET ADVERTISING

ANOVAb Model 1 Regression Residual Total Sum of Squares 4.715 35.104 39.819 df 3 92 95 Mean Square 1.572 .382 F 4.119 Sig. .009a

a. Predictors: (Constant), Indignity, Demographic, Perception b. Dependent Variable: Attitude

Coefficientsa Model Unstandardized Coefficients B 1 (Constant) Demographic Perception Indignity a. Dependent Variable: Attitude 2.220 -.016 .258 .134 Std. Error .386 .092 .090 .088 -.017 .287 .152 Standardized Coefficients Beta t 5.757 -.176 2.877 1.528 Sig. .000 .861 .005 .130 .987 .962 .974 1.013 1.039 1.026 Collinearity Statistics Tolerance VIF

CollinearityDiagnosticsa Model Dimension Variance Proportions Eigenvalue Condition Index (Constant) Demographic Perception Indignity 1 1 2
dimension0 dimension1

3.854 .078 .048 .020

1.000 7.017 8.973 13.982

.00 .00 .00 .99

.01 .79 .03 .18

.00 .05 .71 .24

.00 .16 .44 .40

3 4

a. Dependent Variable: Attitude

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MEASURING INTERNET USERS ATTITUDE TOWARDS INTERNET ADVERTISING

One-way ANOVA: A one-way analysis of variance (ANOVA) is used when you have a categorical independent variable (with two or more categories) and a normally distributed interval dependent variable and you wish to test for differences in the means of the dependent variable broken down by the levels of the independent variable.

1) Question: Are there difference among the education level of respondents on their attitude towards internet advertising? Dependent variable: Attitude Independent variable: Education level

H0: 1= 2 =3 There is no difference HA: 1 2 3 There is difference

ANOVA attitude Sum of Squares Between Groups Within Groups Total .378 34.992 35.370 df 2 93 95 Mean Square .189 .376 F .502 Sig. .607

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MEASURING INTERNET USERS ATTITUDE TOWARDS INTERNET ADVERTISING

The result shows that there is no difference of means of respondent level of education towards their attitude of internet advertising due the insignificant value = .607 > 0.05.Therefore we accept the null hypothesis and conclude that the no difference among the level of education of respondent is the same in all three categories.

Post Hoc Tests

Multiple Comparisons attitude Tukey HSD (I) Level of education (J) Level of education 95% Confidence Interval Mean Difference (I-J) Std. Error Sig. Lower Bound Upper Bound undergraduate
dimension3

graduate Postgraduate

-.16829 -.08684 .16829 .08144 .08684 -.08144

.17161 .591 .17235 .870 .17161 .591 .13982 .830 .17235 .870 .13982 .830

-.5770 -.4973 -.2405 -.2516 -.3237 -.4145

.2405 .3237 .5770 .4145 .4973 .2516

graduate
dimension2 dimension3

undergraduate Postgraduate

Postgraduate
dimension3

undergraduate graduate

Through above table the result shows that all categories have no differences means.

Homogeneous Subsets

attitude TukeyHSD
a,b

Level of education N

Subset for alpha = 0.05

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MEASURING INTERNET USERS ATTITUDE TOWARDS INTERNET ADVERTISING

1 undergraduate Postgraduate
dimension1

19 38 39

3.1368 3.2237 3.3051 .554

graduate Sig.

Means for groups in homogeneous subsets are displayed. a. Uses Harmonic Mean Sample Size = 28.684. b. The group sizes are unequal. The harmonic mean of the group sizes is used. Type I error levels are not guaranteed.

In the above table result is still insignificant which is = .554 >0.05, It shows there is no difference in between level of education of respondent means.

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