Evaluating the Determinant Factors of Consumers Attitude Towards Web Advertising in Uttar Pradesh

This research replicates a framework for the investigation of attitudes held toward web advertising. This research paper studies the determinants of consumers’ attitude towards web advertising such as materialism, informative, hedonic, annoying behavior and credibility. It is predicted that these five dimensions will explain the majority of the variance in influencing and shaping consumers attitudes toward web advertising. A questionnaire consisting of 28 items was developed to measure the construct and its dimensions. The draft of the questionnaire was subject to a pilot testing through a focus group and an expert evaluation. Structural Equation Modeling (SEM) using AMOS version 16 was utilized for measurement model testing and to verify the five dimensions of consumer's attitudes toward web advertising. Confirmatory factor analyses successfully validated the items used to measure five dimensions of web advertisements.