1
INTERNET AS A PUSH-AND-PULL ADVERTISING MEDIUM: ASSESSING
INTERNET USERS’ BELIEFS ABOUT AND ATTITUDES TOWARD POP-UP
ADVERTISEMENTS AND SEARCH-ENGINE SPONSORED LINKS
By
Xingpu Yuan
B.A. & B.E., Tianjin University, 1997
M.A., University of International Business and Economics, 2001
A Dissertation
Submitted in Partial Fulfillment of the Requirements for the
Doctor of Philosophy Degree
College of Mass Communication and Media Arts
In the Graduate School
Southern Illinois University Carbondale
December 2006
Page 1 of 245
,2
UMI Number: 3244469
UMI Microform 3244469
Copyright 2007 by ProQuest Information and Learning Company.
All rights reserved. This microform edition is protected against
unauthorized copying under Title 17, United States Code.
ProQuest Information and Learning Company
300 North Zeeb Road
P.O. Box 1346
Ann Arbor, MI 48106-1346
Page 2 of 245
,3
DISSERTATION APPROVAL
INTERNET AS A PUSH-AND-PULL ADVERTISING MEDIUM: ASSESSING
INTERNET USERS’ BELIEFS ABOUT AND ATTITUDES TOWARD POP-UP
ADVERTISEMENTS AND SEARCH-ENGINE SPONSORED LINKS
By
Xingpu Yuan
A Dissertation
Submitted in Partial Fulfillment of the Requirements for the
Doctor of Philosophy Degree
in the field of Mass Communication
Approved by:
Dr. Thomas Johnson, Chair
Dr. Donald Jugenheimer
Dr. Dennis Lowry
Dr. Shahira Fahmy
Professor Kris Kranenberg
Graduate School
Southern Illinois University Carbondale
June 26, 2006
Page 3 of 245
, 4
AN ABSTRACT OF THE DISSERTATION OF
Xingpu Yuan, for the Doctoral of Philosophy Degree in Mass Communication and Media
Arts, presented on June 26, 2006, at Southern Illinois University Carbondale.
TITLE: Internet as a Push-and-Pull Advertising Medium: Assessing Internet Users’
Beliefs About and Attitudes Toward Pop-Up Advertisements and Search-Engine
Sponsored Links
MAJOR PROFESSOR: Dr. Thomas Johnson
Built on the expectancy-value theory and the uses and gratifications theory, this
study examined how the interplay of one advertiser-controlled factor (advertising format)
and two sets of consumer-related factors (demographic variables and Internet motives)
may influence an integrated set of response variables including beliefs, attitudes,
avoidance intentions, and avoidance behaviors with regard to Internet advertising.
First, the study examined how advertising format could make a difference in Internet
users’ perceptions, attitudes, avoidance intentions and behaviors with regard to Internet
advertising. Specifically, two advertising formats were selected: search-engine sponsored
links and pop-up advertisements. Second, it examined within the context of the two
advertising formats the relationships between two sets of consumer-related variables
(traditional and Internet-related demographic variables and motives) and beliefs, which in
turn influenced attitudes, avoidance intentions, and avoidance behaviors. Regarded as an
integrated set of variables, the interrelationships between beliefs, attitudes, intentions, and
Page 4 of 245
INTERNET AS A PUSH-AND-PULL ADVERTISING MEDIUM: ASSESSING
INTERNET USERS’ BELIEFS ABOUT AND ATTITUDES TOWARD POP-UP
ADVERTISEMENTS AND SEARCH-ENGINE SPONSORED LINKS
By
Xingpu Yuan
B.A. & B.E., Tianjin University, 1997
M.A., University of International Business and Economics, 2001
A Dissertation
Submitted in Partial Fulfillment of the Requirements for the
Doctor of Philosophy Degree
College of Mass Communication and Media Arts
In the Graduate School
Southern Illinois University Carbondale
December 2006
Page 1 of 245
,2
UMI Number: 3244469
UMI Microform 3244469
Copyright 2007 by ProQuest Information and Learning Company.
All rights reserved. This microform edition is protected against
unauthorized copying under Title 17, United States Code.
ProQuest Information and Learning Company
300 North Zeeb Road
P.O. Box 1346
Ann Arbor, MI 48106-1346
Page 2 of 245
,3
DISSERTATION APPROVAL
INTERNET AS A PUSH-AND-PULL ADVERTISING MEDIUM: ASSESSING
INTERNET USERS’ BELIEFS ABOUT AND ATTITUDES TOWARD POP-UP
ADVERTISEMENTS AND SEARCH-ENGINE SPONSORED LINKS
By
Xingpu Yuan
A Dissertation
Submitted in Partial Fulfillment of the Requirements for the
Doctor of Philosophy Degree
in the field of Mass Communication
Approved by:
Dr. Thomas Johnson, Chair
Dr. Donald Jugenheimer
Dr. Dennis Lowry
Dr. Shahira Fahmy
Professor Kris Kranenberg
Graduate School
Southern Illinois University Carbondale
June 26, 2006
Page 3 of 245
, 4
AN ABSTRACT OF THE DISSERTATION OF
Xingpu Yuan, for the Doctoral of Philosophy Degree in Mass Communication and Media
Arts, presented on June 26, 2006, at Southern Illinois University Carbondale.
TITLE: Internet as a Push-and-Pull Advertising Medium: Assessing Internet Users’
Beliefs About and Attitudes Toward Pop-Up Advertisements and Search-Engine
Sponsored Links
MAJOR PROFESSOR: Dr. Thomas Johnson
Built on the expectancy-value theory and the uses and gratifications theory, this
study examined how the interplay of one advertiser-controlled factor (advertising format)
and two sets of consumer-related factors (demographic variables and Internet motives)
may influence an integrated set of response variables including beliefs, attitudes,
avoidance intentions, and avoidance behaviors with regard to Internet advertising.
First, the study examined how advertising format could make a difference in Internet
users’ perceptions, attitudes, avoidance intentions and behaviors with regard to Internet
advertising. Specifically, two advertising formats were selected: search-engine sponsored
links and pop-up advertisements. Second, it examined within the context of the two
advertising formats the relationships between two sets of consumer-related variables
(traditional and Internet-related demographic variables and motives) and beliefs, which in
turn influenced attitudes, avoidance intentions, and avoidance behaviors. Regarded as an
integrated set of variables, the interrelationships between beliefs, attitudes, intentions, and
Page 4 of 245
