publication . Article . 2014

Which E-Lifestyle Avoids Internet Advertising More?

Amir Abedini Koshksaray; Kambiz Heidarzadeh Hanzaee;
Open Access
  • Published: 01 Jan 2014 Journal: International Journal of Innovation in the Digital Economy, volume 5, pages 22-36 (issn: 1947-8305, eissn: 1947-8313, Copyright policy)
  • Publisher: IGI Global
Abstract
<jats:p>This study aimed at finding out which e-lifestyles avoid internet advertising more. To this aim, a survey was conducted on 412 students working with internet. Structural Equation Modeling approach was used for estimating the validity of research constructs and multiple regression was utilized for hypothesis testing. According to the findings, individuals with interest-driven e-lifestyle avoid from internet advertising more than others. Novelty-driven, importance-driven, sociability-driven, need-driven, entertainment-driven, and uninterested or concern-driven e-lifestyles avoid from internet advertising, respectively. This study has considered e-lifestyle...
Subjects
free text keywords: Online advertising, business.industry, business, Economics, Structural equation modeling, Advertising, Compensation methods, Statistical hypothesis testing, The Internet, Marketing
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publication . Article . 2014

Which E-Lifestyle Avoids Internet Advertising More?

Amir Abedini Koshksaray; Kambiz Heidarzadeh Hanzaee;