Content area
Abstract
The Web is considered to be different from most traditional mediums because it has multimedia characteristics. Businesses see the Web as an opportunity to channel their advertising. Advertising effectiveness is important to the marketers to know if their advertisements have reached their target audience effectively. This research focuses on the impact of online consumer characteristics on banner ad effectiveness. The characteristic variables included in this study are: online consumer's internal flexibility, consumer expectations, consumer involvement, and perceived personal usefulness. A survey of 158 online consumers was then conducted to gather study data. The study results validate the relationship between online consumer characteristics on banner ad effectiveness. However, the study data does not support the impact of focus and planning approach for online shopping on ad effectiveness. [PUBLICATION ABSTRACT]