Journal of Basic and Applied Scientific Research, ( ISI ), Volume (2), No (5), Year (2012-4) , Pages (4587-4598)

Title : ( Investigating the Effects of Perceived Value on Users View toward Internet )

Authors: Azar Kaffashpoor , Tahereh Nabizadeh , Z. GharibTarzeh ,

Citation: BibTeX | EndNote

ABSTRACT This paper aims to investigate the effects of perceived value on users’ attitudes, considering the role of the gender. The statistical population of this study was M.A and PHD students of Ferdosi University in Mashhad city, Iran. Using Cochran formula and classified random sampling, a sample with 252 people was selected from the population. Data gathering tools included standard questionnaire of Docoffe (1996) and Zhang and Wung (2005) whose validity and consistency were confirmed. Gathered data was analyzed by Smart P.L.S software. Results showed that perceived value of the users from Entertaining, and awareness as 2 prevalent strategies in web advertisements are positively and significantly correlated with the attitudes toward internet advertisement. Gender also had mediating effect on the relation between value of Informativeness and Entertaining and attitude.

Keywords

, Keywords: perceived value, attitude, gender, Informativeness, entertainment, internet
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@article{paperid:1034101,
author = {Kaffashpoor, Azar and Nabizadeh, Tahereh and Z. GharibTarzeh},
title = {Investigating the Effects of Perceived Value on Users View toward Internet},
journal = {Journal of Basic and Applied Scientific Research},
year = {2012},
volume = {2},
number = {5},
month = {April},
issn = {2090-4304},
pages = {4587--4598},
numpages = {11},
keywords = {Keywords: perceived value; attitude; gender; Informativeness; entertainment; internet advertisements.},
}

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%0 Journal Article
%T Investigating the Effects of Perceived Value on Users View toward Internet
%A Kaffashpoor, Azar
%A Nabizadeh, Tahereh
%A Z. GharibTarzeh
%J Journal of Basic and Applied Scientific Research
%@ 2090-4304
%D 2012

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