Measuring Web Advertising Effectiveness in China

ABSTRACT This study examines Chinese consumers9 perceptions and responses to web banner advertising. Results suggest that just one additional banner exposure improves Chinese users9 brand recall, changes their attitude toward the brand, and increases their purchase consideration. Although clickthrough was found to be a significant predictor for banner recall, there was no evidence that clickthrough affects brand recall, attitude toward the brand, or purchase consideration.Most of the findings in this study are congruent with those reported in the 1997 IAB Study.