Students' attitudes towards internet advertising study case: University of Pardubice

• Author: Radbâta, A. - Kubenka, M.
• Position: PhD Student, Dept. of Economic Sciences and Business Administration, Transilvania University of Brasov - University of Pardubice
• Pages: 127-134

Bulletin of the Transilvania University of Braşov • Vol. 5 (54) •No. 1 - 2012

Series V: Economic Sciences

STUDENTS’ ATTITUDES TOWARDS

INTERNET ADVERTISING STUDY CASE:

UNIVERSITY OF PARDUBICE

A. RADBÂ軍;1 M. KUBENKA2

Abstract: The development of computer technologies has changed the

traditional ways of advertising. Nowadays, many companies have made

internet part of their advertising media plan. Marketers found that internet

has a greater flexibility and control over the advertising materials. However,

there have been a lot of debates regarding the current state of internet

advertising and how it compares to traditional advertising. Many researches

have been made regarding who uses the internet and what are the internet

users’ attitudes towards internet advertising. This research examines how

students perceive internet advertising. A sample of 106 students from

University of Pardubice (Czech Republic) participated in this study. It

explores their attitudes towards internet advertising, internet advertising

informativeness, online purchasing patterns and their preference between

internet advertising and traditional advertising.

Key words: internet advertising, young consumers, online purchase,

interactive media.

1 PhD Student, Dept. of Economic Sciences and Business Administration, Transilvania University of Braşov.

2 University of Pardubice.

1. Introduction

The new millennium has brought the IT

revolution to a new level. Internet is

changing rapidly and at the same time is

changing the consumers’ behavior. Lately,

the internet has been accepted as the most

powerful media for advertising.

The growth of internet advertising is

outpacing offline advertising. More and

more companies are realizing the value of

internet advertising for their goods and

services. Consequently, the market share of

internet advertising is continually growing

while the market share of offline advertising

mediums stagnates or declines. [1]

By 2005, the internet was available to 1

billion people worldwide, and

approximately 845 million people used it

regularly. According to Wesiman (2006),

80% of advertisers use the internet and

online ad spending is likely to keep

growing as more advertisers recognize the

potential for building brands and

delivering online and offline sales. [8]

In 2004, Hong, Thong and Tam found

out that the interactive nature of the online

medium offers rich potential for research

opportunities, including examinations of

the effectiveness of rich media advertising.

The design and metrics employed

determine online advertising recall and

behavioral responses. In 2002, Bhat,

Bevans, and Sengupta considered that

accurately measuring online advertising is