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Ahlluwalia, Sarika
- Do Actions Speak? A Behavioural Analysis of Consumers' P erception of E-advertising
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Authors
Affiliations
1 Gitarattan International Business School, New Delhi, IN
2 Institute of Management Studies and Research, M. D. U., Rohtak, Haryana, IN
1 Gitarattan International Business School, New Delhi, IN
2 Institute of Management Studies and Research, M. D. U., Rohtak, Haryana, IN
Source
Abhigyan, Vol 37, No 4 (2020), Pagination: 49-58Abstract
Internet users are not a homogeneous group, rather there are as many heterogeneous groups as possible. Understanding consumers in terms of their internet usage pattern is important for the e-advertisers to connect with them effectively . This study explores how behavioural factors of internet users affect their perception of e-advertising. The behavioural factors in the study include the expertise of internet use, frequency of internet usage, speed of internet connection and their experience with the internet. A survey was conducted in Delhi NCR. The results of the study are based on regression analysis and have found significant effect of consumers' behavioural factors on their perception of e-advertising.Keywords
E-advertising, Consumers, P erception, Internet, Behavioral Factors.
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