Abstract
China is undergoing a transition from offline to online advertising, but little is known about the causal relationship regarding credibility transfer from non-web advertising to web advertising. Meanwhile, web advertising usage behaviour is largely overlooked. The purpose of this study is to explore the formation of customers' attitude towards web advertising (ATT) which further impacts their online information acquisition behaviour, from the perspectives of advertising value and credibility transfer. This paper develops a research model drawing upon advertising value, credibility transfer, ATT and tie. Data collected from Chinese online shopping customers were used to test the model. The results indicate that perceived informativeness, perceived entertainment and credibility contribute to the formation of ATT, which further impacts web advertising usage for getting information. Meanwhile, tie positively moderates the credibility transfer from non-web advertising to web advertising. These findings and their implications for theory and practice are discussed.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
