Determinants of Effective Website to Attitude toward Website and Attitude toward Advertising on Internet User: An Experimental Study of Social Network in Thailand

Abstract

The main purpose of this experimental study is to find out the characteristics of the web site that internet users prefer. The three factors studied in this research are types of banner indicated by animation and static banner, web localization about language in the content of website, and product involvement as high and low involvement to internet user. The dependent variables measured are attitude toward the site and attitude toward the advertising. Location for doing the experiment are controllable in specific place like university in Thailand and also the respondent must be university student as well. The test was developed by real Thai camera social network website which categorize into 3 websites from very reliable sources as government. Web brand, web retailer, and web community were developed by UCINET software to create the social network in node. Stimuli website also be browsed in 24 webs and installed in each computer in the lab so that respondent did observe individually. In conclusion, the data analysis result presented that internet user play more interesting with high attitude toward the site which has positive effect to attitude toward the advertising by animation banner with local language content and high involvement product. Furthermore, the different between environment also added however, there are no significantly crucial effect between each three social network website in order to all factor effect but still be different as a whole.