Graduate Program
Family and Consumer Studies
Degree Name
Master of Science (MS)
Semester of Degree Completion
2012
Thesis Director
Richard Wilkinson
Thesis Committee Member
Katherine Shaw
Thesis Committee Member
Hasan Mavi
Abstract
Evolution of the Internet has offered a new communication platform to exchange an unlimited amount of data around the world without geographical boundaries. Nicovich, Boller, and Cornwell (2005) indicated that since Internet advertisements are accessible by anyone who has an Internet connection, consumers could get different types of information about products and services by means of a simple click, it could be an important medium for attracting and retaining consumers through advertising.
The research undertaken in this study aims to explore which type of advertising media (TV or Internet) is perceived by consumers as more helpful and influential in making their buying decisions. The study utilized modified instruments from the Handbook of Marketing Scales, by Bearden & Netemeyer (1999). Seven motivational factors from uses and gratification theory (a) informativeness, (b) entertainment, (c) irritation, ( d) credibility, ( e) interactivity, (f) saving, and (g) convenience (Wang et al, 2002; Stone, 1999; Joines, Scherer, & Scheufele, 2003) were used as a model to explore whether differences exist in the motivational factors between Internet and TV advertising.
Recommended Citation
Sheikh, Aneela, "Comparative Study Of Consumer Attitudes Toward Internet And Tv Advertising" (2012). Masters Theses. 1009.
https://thekeep.eiu.edu/theses/1009
