Exploring Consumer Perception of Pop-Up Advertisement

Abstract

Nowadays, not only on the computer, but also smart phones and other mobile devices, Internet advertising has become increasingly common. There are many different options for advertisers to utilise. But when intrusive advertising appears too often, it influences the reading quality of browsing the websites. Much literature shows that the relationship between pop-up ads and user is negative. However, there is little specific guidance on the elements that make users feel bad. The research framework was demonstrated by the exploratory factor analysis and confirmatory factor analysis. This study explores users’ perception of pop-up advertisement and does a consolidation on past research. The results show that most perceptions are negative. We suggest that advertisers should emphasize on the effectiveness of Internet advertising.



Author Information
Pei-Yu Hsu, National Chung Hsing University, Taiwan
Ying-Jiun Hsieh, National Chung Hsing University, Taiwan
Lan-Ying Huang, National Changhua University of Education, Taiwan

Paper Information
Conference: ACP2014
Stream: Psychology

This paper is part of the ACP2014 Conference Proceedings (View)
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