Visual Perception Model for Online Target Marketing
نویسنده
چکیده
A lot of studies in the information systems, advertising, and marketing literature have shown that for the past two decades online banner ad click-through rate is decreasing steadily (Idemudia et al. 2007). To address this issue, we develop the Visual Perception Model (VP) for Online Target marketing and then conducted an experiment by manipulating the independent variables (i.e. perceived security of online banner ads and match between web user’s need and banner ad contents). The theoretical background for the VP Model is the Visual Perception Theories. The VP Model shows that perceived usefulness of online banner ads have a positive and significant effect on the intention to click online banner ads. Also, the VP Model shows that both perceived security of online banner ads and match between web user’s need and banner ad contents has a positive and significant effects on perceived usefulness of online banner ads. The result provides support for the visual perception theories.
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