Advertising and Shopping Patterns

Web usage, advertising, and shopping: relationship patterns
Pradeep Korgaonkar and Lori D. Wolin
Introduction
Little is known about the relationship between consumers' levels of usage of the Web and consumers' propensity to buy from the Web. Several past studies of traditional media such as television, radio, and print indicate that consumers' usage of media will have an impact upon how they respond to the advertisements appearing in these media. For example, past research inquiries into why and how consumers use the mass media have suggested links between the uses of a mass medium and advertising, program selection, demographics, lifestyle, and media behavior (for example, Hirschman and Thompson, 1997). The current study is an extension of the aforementioned media studies (Hallberg, 1995; Twedt, 1964; Weinstein, 1994) and application of the proposal that heavy, medium, and light users of the Web will differ significantly from each other with respect to: . beliefs about Web advertising; . attitudes toward Web advertising; . purchasing products/services from the Web; and . demographics.
The authors Pradeep Korgaonkar is Adams Professor of Marketing, InternetCoast Institute, Florida Atlantic University College of Business, Fort Lauderdale, Florida, USA. Lori D. Wolin is Visiting Assistant Professor of Marketing, Florida Atlantic University, College of Business, Boca Raton, Florida, USA. Keywords Advertising, Perception, Internet, User studies Abstract Web sales reached over 30 billion dollars in the year 2001. This study explores the differences between heavy, medium, and light Web users in terms of their beliefs about Web advertising, attitudes toward Web advertising, purchasing patterns, and demographics. They lead to a more positive attitude toward Web advertising, which likely leads to more frequent Web purchasing and higher dollars spent on these purchases, suggesting marketers should consider consumer Web usage in their targeting efforts. Electronic access The research register for this journal is available at http://www.emeraldinsight.com/researchregisters The current issue and full text archive of this journal is available at http://www.emeraldinsight.com/1066-2243.htm
Study background
In the USA today, 42.9 per cent of all households, or 45.9 million households, are actively connected to the Web with 88 million adults over the age of 18 surfing the Web (eMarketer, 2002). Not surprisingly, many companies are turning to the Web to advertise their products or services. Consumers have more control over advertising exposure with Web advertising because they can select how much commercial content they wish to view, when they want to view it, and if they want to view it at all. Through the Web, consumers can gather pricing information, participate in product design, explore promotions, consummate sales, arrange delivery, and receive post-purchase support. Marketers can create and administer close relationships with millions of customers and other publics simultaneously through the Web at far less cost to the marketer than traditional media, sales, fulfillment, and support techniques.
Internet Research: Electronic Networking Applications and Policy Volume 12 . Number 2 . 2002 . pp. 191204 # MCB UP Limited . ISSN 1066-2243 DOI 10.1108/10662240210422549
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Internet Research: Electronic Networking Applications and Policy Volume 12 . Number 2 . 2002 . 191204
Thus, the Web is a medium with characteristics such as constant message delivery, audience selectivity, multimedia capacity, measurable effects, global reach, audience controlled advertising exposure, and interactivity, making it, along with its components, an advertising medium as well a customer communications forum and channel of distribution. Concomitant with this observation, it is essential to discern Web advertising's properties. By definition, advertising is `àny paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor'' (Kotler, 2001, p. G1). Thus, Web advertising's broad forms consist of impersonal commercial content paid for by sponsors, designed for audiences, delivered by video, print, and audio. Its depth ranges from corporate logos, banners, pop-up messages, e-mail messages, and text-based hyperlinks to official Web sites (Briggs and Hollis, 1997; Ducoffe, 1996; Newhagen and Rafaeli, 1996; Schlosser et al., 1999; Singh and Dalal, 1999). It is unique in its interactive ability to control information and reflect back on itself, feed on itself, and respond to the past (Bezjian-Avery et al., 1998). Although the Internet's growth has recently exploded, Internet sales were nearly nonexistent in the mid 1990s. However, 2000 US sales were $27.3 billion and estimates for spending in the year 2001 exceed $30 billion. Relatedly, total domestic online advertising spending for 1996 was $20 million, increasing dramatically to $6.1 billion in 2000 (Department of Commerce, 2002). The impressive growth of consumers connecting to and purchasing via the Web suggests a lucrative audience for advertising messages. Web advertising has surfaced as an important new vehicle; however, there is naturally a minimal amount of published research available on consumers' evaluation of Web advertising. The extant literature suggests Web ads have the potential to be as effective as ads in more traditional media (Gallagher et al., 2001), Web users' perceptions of Web advertising are generally positive (Schlosser et al., 1999), and user's level of Web advertising interest and level of interest in clicking on the site are significantly correlated with attitude toward Web advertising (Wolin and Korgaonkar, 2002). Consistent
with these assertions, Web ads tend to increase loyalty and may be more effective in brand alliance than TV or print ads (Briggs and Hollis, 1997). Researchers have also found that Web site complexity influences consumer attitudes such that complexity has a negative impact and interestingness has a positive impact on attitude toward Web sites (Bruner and Kumar, 2000). Associated with this observation, simpler Web site backgrounds have significantly more positive impacts on consumer attitude toward the ad, brand, Web site, and purchase intention (Stevenson et al., 2000). Finally, the literature asserts that the Web's dynamics make bundling, or inserting smaller Web ads with further links to advertising content in non-advertising content, less preferable on the Web than traditional media because the cost of interruption becomes significant relative to access and search costs (Yuan et al., 1998). Having detailed the literature, it is apparent that little is known regarding how the differences in consumers' use of the Web relate to differences in consumers' Web shopping behavior, evaluations of Web advertising, and demographics. Many organizations are uncertain or divided on how effective the Web is in their marketing efforts. Although a few companies such as Amazon and Priceline have received wide publicity, these companies, along with myriad others, have yet to see profitable sales in the consumer market. Consequently, the current study seeks to address how consumers use the Web and seeks to discern significant differences between the heavy, medium, and light users of the Web in terms of beliefs about Web advertising, attitudes toward Web advertising, shopping from the Web, and demographic characteristics. In sum, the purpose of this study is to improve the current understanding of Web marketing. Study hypotheses Since all customers are not alike and differ with respect to each other in terms of their attitudes and behaviors, marketers typically subdivide the market into smaller groups of customers with similar needs and characteristics. In general, five types of customer characteristics are often considered for segmentation purposes. These
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are: demographics, geographic, psychographics, benefits sought, and product and service usage. The usage data are of particular interest to marketers because they are more readily available than other types of data. Additionally, the underlying premise is that consumers' past behavior is a good indicator of their future behavior. Thus, differences in the usage of the product or service are used to discern differences in other consumer characteristics of interest to the marketer. For example, many popular corporate marketing programs such as affinity marketing, frequency marketing, and database marketing are designed to exploit differences in consumer segments based on differences in product and service usage (Weinstein, 1994). Consequently, the published marketing literature indicates that the ``heavy users'' of the product/brand/media, etc. exhibit significantly different beliefs, attitudes, behavior, and demographics compared to medium and light users, whereby heavier users are likely to hold stronger beliefs about and attitudes toward advertising, along with the desire to purchase, versus lighter users (Hallberg, 1995; Twedt, 1964; Weinstein, 1994). Additionally, the published studies on the topic of media effects substantiate the differential role of media use in the context of television, video cassette recorders, home computers, and Web sites on demographics, attitudes, beliefs, motives, and a variety of media related behaviors (for example, Bryant and Zillman, 1986; Comstock and Scharrer, 1999; Eighmey, 1997; Lowery and De Fleur, 1988; Salvaggio and Bryant, 1989). Thus, extending the findings of the prior published studies, this study's forthcoming hypotheses indicate that consumers' differences in their Web use will reflect significant differences in their beliefs about Web advertising, attitudes toward Web advertising, shopping patterns on the Web, and demographics: H1. Heavier Web users will be more likely to exhibit stronger beliefs about and attitudes toward Web advertising versus medium and lighter Web users. H2. Heavier Web users will be more likely to purchase from the Web versus medium and lighter Web users.
Further, younger, educated, well to do consumers have higher access to the Web as well as the personal computer at home, work, or school compared to the older, less educated, and less well off minority consumers (Anderson and Bickson, 1995). As a result they are more versatile, experienced, and comfortable in using the Web versus the rest of the consumers. A study on the recency of Web usage suggests that the long-time users compared to the recent, former, and nonusers of the Web are more likely to be male, well educated, earn higher income, and are less likely to be black or Hispanic (Katz and Aspden, 1997). Several past studies indicate consumers' beliefs about and attitudes toward advertising in general, as well as medium specific advertising such as television advertising, are correlated to their age, income, education, occupation, ethnicity, and gender (for example, Alwitt and Prabhakar, 1992; Korgaonkar et al., 1997; Mittal, 1994). However, the direction of the reported relationships is not always consistent. This study suggests the heavy users of the product are least bothered by the Web advertising and are more open to this ``new'' form of advertising as the Web shoppers are reported to be more innovative, less risk averse, and have more positive attitudes toward advertising and direct marketing than others (Donthu and Garcia, 1999). The preceding discussion leads to the third hypothesis: H3. Heavier Web users are likely to be younger, be better educated, earn more income, have more professional occupations, be Anglo-American, and be male versus medium and lighter Web users. The study's hypotheses theorize the demographic profile of the heavier Web users who will be more likely to hold stronger beliefs about and attitudes toward Web advertising, along with the propensity to shop on the Web, versus medium and lighter users. Next, the following section describes the method used to study the consumers' use of the Web and to test for differences in the three groups of Web users.
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Methodology
Questionnaire development The survey instrument included several statements designed to measure information on the respondents' beliefs about generalized advertising on the Web, attitudes toward advertising on the Web, and Web shopping patterns. Additionally, demographic information including gender, age, income level, occupation, education, and ethnicity was collected. In constructing the survey items specific to this study, items in prior media studies (Alwitt and Prabhakar, 1992; Ducoffe, 1996; Eighmey, 1997) and the results of six focus groups were reviewed. The participants in the focus groups were asked to provide detailed information on ways in which they use the Web, and to provide reasons for their use, along with any concerns they might have regarding the Web. The information was collected individually, grouped, and then reviewed for validity. A large majority of the items included in the survey instrument came directly from the focus groups. The detailed discussion of the operationalization of these constructs is provided next. Web use Web usage was conceptualized as types or classes of behavior. These were: . overall surfing activity; and . stability of content/Web site choice. The statements designed to measure each of the two types of Web usage are shown in Table I. The first statement measures overall usage and the latter statements measure content stability. Beliefs about Web advertising Several studies in the past have attempted to measure consumers' evaluation of advertising. The earliest studies are from the Second World War asking respondents if they had `àn overall liking or disliking of advertising''. Recent studies have augmented the earlier studies by asking more detailed consideration of the ``beliefs'' associated with advertising (Ducoffe, 1996; Korgaonkar et al., 1997; Mittal, 1994). Consistent with the prior literature, the beliefs about Web advertising were measured on a 12 item scale, each measuring on a seven point
Table I Web usage statements 1. On (1) (2) (3) (4) (5) (6) (7) (8) 2. Do (1) (2) (3) (4) average, how many hours do you spend on the Web per day? Zero hours Less than one hour 1 hour up to 3 hours More than 3 up to 4 hours More than 4 up to 5 hours More than 5 up to 6 hours More than 6 up to 10 hours More than 10 hours you usually use the Web during the:a Morning hours Afternoon hours Evening hours Nighttime often do you use the Web:a All seven days of the week Weekends (Saturday and Sunday) Mainly during the weekdays (Monday through Friday)
3. How (1) (2) (3)
4. On the average, when you do use the Web, would you say that you:a (1) Only visit the Web sites you know you like (2) Surf the Net frequently to search for a site(s) that is new and different or better 5. On (1) (2) (3) (4) average, how many sites do you visit per hour of Web usage?a Do not change: stay with only my original site Maybe once per hour 2-3 times per hour More than 3 times per hour
6. If you did change sites, would you switch to the same type of site, or try a site with a different theme, or it doesn't matter?a (1) Switch to another site, but same theme (2) Switch to another site, but different theme (3) Switch to another site, and the theme could be the same or different Note: aMeasured on a scale of 1 never, 2 sometimes, 3 often, and 4 regularly
scale various dimensions of Web advertising. The statements used in the study are shown in Table II. Attitudes toward Web advertising The overall attitude toward Web advertising was assessed by asking four questions. These questions involved discerning consumers' attitude toward Web advertising in terms of its level of goodness, likeability, essentialness, and contribution to product cost increases. The questions and their associated scales are presented in Table III.
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Table II Web belief statements Almost About zero% 10% What percentage of Web advertisements would you consider: Deceptive and misleading Offensive and in bad taste Honest and believable Entertaining and enjoyable Boring and uninteresting Irritating and annoying Informative and helpful Hard to understand and confusing For objectionable products Contain too little product information Insult an average consumer's intelligence Make too much fuss about trivial brand differences Table III Attitude toward Web advertising statements 1. Overall, do you consider Web advertising a good or bad thing? Very bad 1 2. Overall, do you like or dislike Web advertising? Strongly dislike it 1 Increases slightly Somewhat bad 2 Somewhat dislike it 2 Neither increases nor decreases 4 Very essential 1 Neither bad nor good 3 Feel neutral 3 Decreases slightly Somewhat good 4 Somewhat like it 4 Decreases moderately Very good 5 Strongly like it 5 Decreases a great deal About 25% About 50% About 75% About Almost 90% 100%
1 1 1 1 1 1 1 1 1 1 1 1
2 2 2 2 2 2 2 2 2 2 2 2
3 3 3 3 3 3 3 3 3 3 3 3
4 4 4 4 4 4 4 4 4 4 4 4
5 5 5 5 5 5 5 5 5 5 5 5
6 6 6 6 6 6 6 6 6 6 6 6
7 7 7 7 7 7 7 7 7 7 7 7
3.
In general, do you think that Web advertising increases or reduces the cost of products?
Increases a great deal
Increases moderately
5 Quite essential 2
6 Somewhat essential 3
7 Not essential at all 4
4.
I consider Web advertising:
Shopping on the Web The shopping variable was operationalized by asking three interrelated questions. The first question asked the respondents whether they had purchased merchandise or services from the Web in the previous 12 months, with a dichotomous ``yes'' or ``no'' as possible responses. Those who responded affirmatively were then asked two questions designed to capture the dollar amount as well as the frequency of purchases made in the past 12 months. The response to the question on the total dollar amount spent by the respondents in
the previous 12 months was measured on a six point scale of: (1) less than $20; (2) $20 to $49; (3) $50 to $99; (4) $100 to $149; (5) $150 to $199; and (6) $200 or more. The frequency of purchases made in the previous 12 months was measured on a six point scale of: (1) 1-2 times; (2) 3-4 times;
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(3) (4) (5) (6)
5-6 times; 7-8 times; 9-10 times; and 11 or more times.
Demographics The demographic information provided by the respondents included gender measured as: male and female; occupation measured on a scale of: unskilled through to professional; education measured on a five point scale of: high school through to post graduate/professional training; age measured on a six point scale of: under 20 years through to over 60 years of age; annual household income measured on a six point scale of: under $20,000 through to over $100,000, and ethnicity measured on a five point scale of: African-American, Anglo-American, Asian-American, Hispanic-American, and other. Sample The study sample consisted of 420 consumers from a large southeastern USA metropolitan area. They were contacted on different days of the week and times of the day for their study participation. Given the nature of the study topic, only those who indicated they had used the Web were selected to participate in the study. The participants were interviewed in their homes and of the manual written surveys collected, 401 were usable for the analyses in this research. Missing data values accounted for 1.26 per cent of the data and were replaced with means. No discernable patterns were found within these missing variables. The sample consisted of an almost equal number of males (53.1 per cent) and females (46.9 per cent), primarily in professional jobs (29.4 per cent), with some college level education (31.6 per cent), mostly under 40 years of age (79 per cent), with income between $20,000 and $40,000 (28.9 per cent). Compared to the demographic composition of the area, the sample was over-represented in terms of younger and professional composition (Department of Commerce, 2002). This overrepresentation was not surprising since only those consumers who had a previous experience with the Web were surveyed. The sample is, however, demographically comparable to information emerging from other Web demographic surveys. For example, the most recent Georgia Tech
Graphic, Visualization, and Usability Center's Web survey from 1998 states the demographics profile of the Web user population is moving closer to the demographic of the general population (GVU, 1998). Table IV exhibits the sample's characteristics.
Table IV Sample characteristics Characteristic Per cent 53.1 46.9 5.0 48.9 25.1 14.0 5.7 1.2 7.2 2.2 39.9 31.6 19.0 2.0 7.0 7.2 6.2 7.2 29.4 25.9 15.0 14.7 28.9 26.4 13.2 8.2 8.5 13.0 42.6 7.0 15.7 21.7
Gender Male Female Age (years) Under 20 20-30 31-40 41-50 51-60 Over 60 Education level High school Trade school Some college College graduate Post graduate Occupation Unskilled labor Clerical Supervisory/sales Technical Managerial Professional Student Other Annual household income ($) Under 20,000 20,000-40,000 40,001-60,000 60,001-80,000 80,001-100,000 Over 100,000 Ethnicity African-American Anglo-American Asian-American Hispanic-American Other
Note: n = 401
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Results and discussion

Heavy, medium, and light users Table V reports consumers' responses to the two facets of the Web use. As the responses indicate, the typical study participant: spends between one to three hours per day on the Web,
surfs the Web regularly at night and in the evening, and favors using the Web during the weekdays. These results suggest the study's Web users are probably using the Web from home rather than from work. It also suggests that the reasons for using the Web are likely to
Table V User behavior group means Statement Mean Significance Statement

a
Mean Significance
Hours spent per day on the Web Heavy users Medium users Light users Time of day useageb Morning Heavy users Medium users Light users Afternoon Heavy users Medium users Light users Evening Heavy users Medium users Light users Nighttime Heavy users Medium users Light users Day of week usageb All seven days of the week Heavy users Medium users Light users Weekends Heavy users Medium users Light users Mainly weekdays Heavy users Medium users Light users Web site choicesb Visit Web sites you know and like Heavy users Medium users Light users
2.931 5.185 2.834 2.166 1.920 2.433 1.976 1.920 2.076 2.531 2.123 1.812 2.625 3.310 2.817 2.031 2.626 3.067 2.964 1.896 2.388 3.258 2.642 1.619 2.652 3.189 2.935 1.971 2.723 3.255 2.849 2.301 2.785 2.812 2.988 2.442
0.000
0.000
0.000
0.000
0.000
0.000
0.000
0.000
0.000
Surf the Internet frequently to search for new, different, or better sites Heavy users Medium users Light users Web site visits per hour of usageb Do not change; stay only with original site Heavy users Medium users Light users Maybe once per hour Heavy users Medium users Light users 2-3 times per hour Heavy users Medium users Light users More than 3 times per hour Heavy users Medium users Light users Web site Switchingb Switch to another site, but same theme Heavy users Medium users Light users Switch to another site, but different theme Heavy users Medium users Light users Switch to another site, and theme could be same or different Heavy users Medium users Light users
2.427 3.124 2.536 1.964
0.000
2.012 2.133 2.017 1.955 2.112 2.354 2.198 1.874 2.265 2.513 2.512 1.761 2.171 2.402 2.467 1.594
0.365
0.000
0.000
0.000
2.455 2.537 2.669 2.073 2.206 2.523 2.325 1.884 2.473 2.858 2.637 2.047
0.000
0.000
0.000
Notes: n = 401; aOn a scale of 1 = 0, 2 1, 3 = 1 3, 4 3-4, 5 4-5, 6 5-6, 7 6-10, and 8 10; bOn a scale of 1=never, 2 = sometimes, 3 = often, and 4 = regularly
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be personal rather than business-related. The data indicate 27.1 per cent of the subjects use the Web for business use at least 50 per cent of the time, whereas 57.8 per cent of the subjects use the Web for personal use at least 50 per cent of the time. Of those who make Web purchases, the percentage of subjects doing so while using the Web for personal reasons is significant and higher than those doing so for business purposes. Perhaps at the time of the study, business-to-business Web purchasing was not as widely practiced as home-based consumer purchasing. The second aspect of Web use measured the content choice stability. The respondents in the study: change sites about two to three times per hour, frequently stay with the Web sites they like as well as search for new and different sites, and not surprisingly, switch to another site whether the theme, or general subject matter, is the same or not. After establishing the Web usage data for the sample, cluster analysis was used to locate three groups of respondents into a heavy, medium, or light user category. Table V presents the group means on the use behaviors for each of the three groups. The F-statistics indicate group differences are significant (p < 0:001) for all but one use behavior. The heavy user group is the smallest and accounts for about 13 per cent of the sample. The medium user group is the largest and accounts for almost 54 per cent of the sample. The light user group accounts for about 33 per cent of the sample. The heavy user group spends up to five hours per day on the Web, primarily in the evenings and nights, often uses the Web all seven days of the week, searches for new and different Web sites, sometimes visiting about three different sites per hour, and chooses sites with either the same or different theme. The medium user group spends up to three hours per day on the Web, mostly during night and evening hours, often on weekends, often visiting the Web sites known and liked, and often switching two to three Web sites per hour with the same theme as the original site. The light user group spends about an hour per day on the Web without a clear-cut usage pattern in terms of the time of the day. The usage level is lower and spread over the weekdays, with
respondents preferring the Web sites they like and not changing to several sites. However, if they did switch, the new Web site could have either the same or different theme as the previous site. Next, Web usage and its relationship with consumers' Web advertising beliefs and attitudes are described. Web usage and Web advertising beliefs and attitudes The next step in the analysis was aimed at testing for significant differences, if any, between the three groups and beliefs about and attitudes toward Web advertising. Table VI reports the group means and significance levels for each of the 12 belief and four attitude items. Six out of the 12 belief statements were significantly different at the (p < 0:10) or better level. The six significant belief variables are: honest and believable (p < 0:01), entertaining and enjoyable (p < 0:01), boring and uninteresting (p < 0:10), informative and helpful (p < 0:01), and hard to understand and confusing (p < 0:10), for objectionable products (p < 0.01). The four statements designed to measure the subjects' attitudes toward Web advertising indicate significant (p < 0:01) differences between the three user groups. The results offer partial support for the first hypothesis, indicating that overall the heavy users believe Web advertising to be honest and believable, entertaining and enjoyable, informative, and helpful. However, compared to the other two groups, they are also most likely to believe that the advertising is hard to understand and confusing, as well as for objectionable products. This group also has the most positive attitudes toward the Web advertising. They are most likely to agree that: Web advertising is a good thing, it reduces the cost of products, and it is essential. Not surprisingly, they like it the most. The medium users are not as sanguine as the heavy users toward Web advertising. Compared to the heavy users, they are less likely to believe that Web advertising is honest and believable, entertaining and enjoyable, and informative and helpful. They seem to believe that Web advertising is boring and uninteresting. Although, compared to the heavy users, they are less likely to believe that Web advertising is
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Table VI Belief and attitude items Belief Itemsa Mean Significance Belief Itemsa 0.223 Mean Significance
Deceptive and misleading 3.612 Heavy users 3.870 Medium users 1.241 Light users 1.239 Offensive and in bad taste 3.165 Heavy users 3.481 Medium users 3.104 Light users 3.136 Honest and believable 3.886 Heavy users 4.383 Medium users 3.932 Light users 3.608 Entertaining and enjoyable 3.964 Heavy users 4.685 Medium users 3.934 Light users 3.718 Boring and uninteresting 3.751 Heavy users 3.389 Medium users 3.913 Light users 3.634 Irritating and annoying 3.698 Heavy users 3.426 Medium users 3.812 Light users 3.625 Informative and helpful 3.984 Heavy users 4.759 Medium users 4.013 Light users 3.621 Hard to understand and confusing 2.803 Heavy users 3.167 Medium users 2.805 Light users 2.652 For objectionable products 3.202 Heavy users 3.782 Medium users 3.138 Light users 3.070
0.183
0.000
0.001
0.081
0.326
0.000
0.077
0.003
Contain too little product information Heavy users Medium users Light users Insult an average consumer's intelligence Heavy users Medium users Light users Make too much fuss about trivial brand differences Heavy users Medium users Light users Attitude Items Overall, do you consider Web advertising a good or bad thing? b Heavy users Medium users Light users Overall, do you like or dislike Web advertising? c Heavy users Medium users Light users In general, do you think that Web advertising increases or reduces the cost of products? d Heavy users Medium users Light users I consider Web advertising . . .e Heavy users Medium users Light users
3.482 3.407 3.550 3.400 3.112 3.204 3.028 3.210 3.242 3.296 3.202 3.284
0.591
0.493
0.859
3.455 3.889 3.318 3.429 3.063 3.574 3.062 2.856
0.001
0.000
3.858 4.370 3.922 3.544 2.922 2.519 2.886 3.144
0.000
0.000
Notes: aOn a scale of 1 = almost 0 per cent to 7 = almost 100 per cent; bOn a scale of 1 = very bad to 5 = very good; c On a scale of 1 = strongly dislike it to 5 = strongly like it; dOn a scale of 1 = increases a great deal to 7 = decreases a great deal; eOn a scale of 1 = very essential to 4=not essential at all
hard to understand and is for objectionable products. Their attitude toward advertising is positive, but less so than the heavy users on each of the four dimensions. The light users of the Web have the least positive evaluations of Web advertising. They are least likely to believe that Web advertising is honest and believable, is entertaining and enjoyable, and is informative and helpful. They
are also least likely to believe that Web advertising is for objectionable products and hard to understand. Finally, consistent with their overall beliefs, the group's attitude toward Web advertising is least favorable. On each of the four dimensions of the attitude statements this group indicates the lowest evaluation. Next, the following section reports the results of the subjects' shopping behavior.
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Web usage and Web shopping Table VII reports the results of the responses to the three shopping questions and three Web usage groups. The results indicate a significant (p < 0:05 or better) relationship between each facet of shopping behavior and Web usage. The heavy user of the Web is also likely to be the most prolific shopper on the Web as the second hypothesis suggested. This user group is likely to spend the most money and buy most frequently from the Web. Heavy users were 8 percent more likely to purchase merchandise and services from the Web versus medium users, and 30 per cent more likely to purchase merchandise and services from the Web versus light users. Of those who order goods and services on the Web, heavy users spent approximately 12 per cent more on goods and services purchased on the Web versus the medium users and the light users who appear to spend nearly the same amount of money on Web purchases. Moreover, heavy users tend to order from the Web four to five times a year while the medium
Table VII Shopping items Mean Significance
users and light users tend to order approximately two to three times a year. Next, Web usage and its relationship with the sample's demographics are presented. Web usage and demographics The final analysis revolved around assessing demographic differences, if any, between the three Web usage groups. The results in Table VIII indicate that three out of six demographic variables were significant at (p < 0:10) or better levels, exhibiting partial support for the third hypothesis. The medium
Table VIII Demographics Characteristic Mean Significance
a
Gender Heavy users Medium users Light users Age b Heavy users Medium users Light users Education level c Heavy users Medium users Light users Occupation d Heavy users Medium users Light users Annual household income e Heavy users Medium users Light users Ethnicity f Heavy users Medium users Light users
1.484 1.444 1.425 1.598 2.693 2.611 2.793 2.563 3.513 3.259 3.603 3.470 5.778 6.160 5.776 5.625 2.966 2.574 3.045 2.997 2.071 2.978 2.702 2.925
0.005
0.111
0.084
Have you purchased merchandise or services from a Web business in the last 12 months? a Heavy users Medium users Light users If yes, what is the approximate total dollar amount you spent in the last 12 months? b Heavy users Medium users Light users For the merchandise and services ordered on the Web, what is the approximate number of times you ordered in the last 12 months? c Heavy users Medium users Light users
1.611 1.407 1.521 1.841
0.000
0.223
0.098
3.678 4.029 3.637 3.603
0.044
0.197
1.780 2.075 1.757 1.696
0.004
Notes: a On a scale of 1 = yes and 2 = no b On a scale of 1 = less than $20 to 6 = $200 or more c On a scale of 1 = 1-2 times to 6 = 11 or more times
Notes: n = 401 a On a scale of 1 = male and 2 = female b On a scale of 1 = under 20 years to 6 = over 60 years c On a scale of 1 = high school to 5 = post graduate/ professional d On a scale of 1 e On a scale of 1 = less than $20,000 to 6 = over $100,000 f On a scale of 1 = African-American, 2 = AngloAmerican, 3 = Asian-American, 4 = Hispanic-American, and 5=other
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and heavy users are most likely to be male, whereas the light users of the Web are most likely to be female. Perhaps females are lighter users because of their greater concerns about Web privacy issues and shopping online (Sheehan, 1999). Overall, these results are consistent with other studies of Web use, suggesting that although the gender gap is closing, men are more likely to be the users. The heavy user is the lowest in income and education. The medium user is the most educated and also has the highest income. The light user is second in both income and education. The results suggest gender, income, and education differences but not in the hypothesized direction. Age, ethnicity, and occupation were not significant in the context of this sample. The following section suggests the implications of the findings.
purchase intent. The implications of each step in the sequence are reviewed next. Beliefs about Web advertising The study results suggest that, compared with lighter users, heavier users believe that Web advertisements are more honest and believable, more entertaining and enjoyable, less boring and uninteresting, more informative and helpful, harder to understand, and are for more objectionable products. Thus, developing one common Web advertisement for all users may not be the most effective way to reach an intended audience. When designing advertisements for heavier users, marketers should consider livelier, less standardized designs and should clearly state the ethical practices behind the product and company. When designing ads for lighter users, care should be taken to design honest, clear, enjoyable, and informative ads. Attitudes toward Web advertising In terms of Web users' attitudes toward Web advertising, compared with lighter users, heavier users find Web advertising a good thing, like it better, think that Web advertising decreases product prices, and consider Web advertising moderately essential. In targeting heavier users versus lighter users, it appears advisable to stress the price value relationship of the items. Heavier users, most likely because of their more frequent purchasing, believe that Web advertising helps to decrease prices. The lighter users do not necessarily believe this concept. Thus, ads directed to lighter users should stress Web shopping's price value relationship, which may increase the light users' overall attitude toward Web advertising. Purchasing products and services from the Web The study suggests that compared with lighter users, heavier users tend to purchase more items from the Web. Further, they spent approximately $150 over the past 12 months compared with the lighter users' orders falling below $100. Heavier users ordered items from the Web approximately four to five times over the past 12 months, compared with the lighter users' two to three orders. These patterns are consistent with the findings of the most recent
Discussion
This study analyzes how consumers use the Web. The results suggest that consumer usage patterns of the Web are significantly related to consumer Web advertising beliefs, attitudes toward Web advertising, shopping patterns, and demographics. Drawing on Lavidge and Steiner's (1961) classic hierarchy of effects model, Web beliefs, attitudes, and shopping patterns are clearly linked. The model summarized the advertising sequence as cognition ! affect ! conation. In terms of Web advertising, the model suggests that cognitions, or beliefs, are an antecedent to affective development by the process of evaluation. The individual evaluates the attributes associated with the product through their beliefs. Accordingly, the evaluative responses associated with the attributes become conditioned to the product. Hence, affect toward the product is created. Conation, or purchase intent, serves as a statement of affect. Thus, beliefs about Web advertising are likely to lead to attitudes toward Web advertising, which are likely to result in behavior, or purchase patterns. Based on this framework, the study's data suggest heavier users hold stronger beliefs about and attitudes toward Web advertising which likely lead to stronger
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Georgia Tech Graphic, Visualization, and Usability Center World Wide Web Survey (GVU, 1998), which also suggests that the majority of these purchases are personal versus professional. Demographics Compared with lighter users, heavier users tend to be male, slightly less educated, and earn slightly less income. These findings suggest that, for this sample, male users earning approximately $50,000 annually with some college education are key targets for advertisers. Persons with these characteristics purchased goods and services the most frequently. Perhaps a threshold effect is present whereby the bettereducated and more affluent subjects tend to spend less time on the Web due to heavier time constraints. Another explanation may be that these individuals have access to support staff; the better-educated and more affluent consumers may be asking support staff to perform their Web-based activities. Interestingly, this sample's insignificant demographics included age, occupation, and ethnicity. Perhaps as the Web becomes more of a mainstream household ``necessity'', demographic significance may become less relevant. Earlier studies, for example, suggest age, education, and income are significant demographics in terms of Web diffusion (Atkin et al., 1998) and education is a significant demographic in terms of online communication and behavior styles (Sheehan, 1999). However, as previously mentioned, the Georgia Tech Graphic, Visualization, and Usability Center World Wide Web Survey (GVU, 1998) suggests the general demographics of the Web's user population is moving closer to the characteristics of the general population. In sum, linking the study's results to the hierarchy of effects model suggests that, compared with lighter users, heavier users have stronger beliefs in terms of Web advertising's honesty, entertainment value, and informativeness and find Web advertising harder to understand and for more objectionable products. These beliefs likely lead to more positive attitude toward Web advertising, which likely leads to more frequent Web purchasing and higher dollars spent on these purchases. Accordingly, discerning the
heavier from lighter Web user is an important task for marketers attempting to increase Web sales.
Future research
Future research is needed to extend the results of this study. Future multinational research extension might elucidate similarities and differences between nation populations including demographic significance. Likewise, future research is needed to determine under what circumstances Web beliefs, attitudes, and demographic characteristics lead to online purchasing versus online information accumulation. Additionally, research is needed in the business-to-business Web marketing arena. Finally, an extension of this study might shed light on Web branding efforts; it would be useful to discern the effectiveness of brand versus other ads and their relationships with Web purchasing.
Conclusion
New electronic technology is opening doors for consumers as well as advertisers by giving more relevance to the platitude of being a consumerdriven economy. Increasingly, the challenge for the marketing community is to learn how to reach targeted customers with this new technology, which is replacing the old notion of media. The Web's shift in communication pattern from the old media's ``seller to buyer'' flow to the new Web ``buyer to seller'' flow is so profound that Web advertising is undergoing strategic realignment (Watson et al., 1998). With large companies combining many new and old ways of communicating with customers, integrating and coordinating advertising efforts becomes crucial. For small companies, the Web reduces barriers to entry since anyone can set up a Web site with relative ease. Thus, all-sized companies must learn how to use the Web effectively. Further, as the consumer is exposed to more and more Web advertising, from small as well as large companies, the issue of advertising clutter and advertising value will gain more importance.
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Increasingly, consumers are using filters to avoid Web advertisements from loading on their Web pages. For many Web users, Web advertisements disrupt flow on Web sites, potentially leading to an interruption in the hierarchy-of-effects sequence (Rettie, 2001). As user tracking devices become more sophisticated and mainstream, conforming to the advertising preferences of all user groups will become an easier task. Overwhelmingly, the growth and tracking of the number of Web users and the growth in online advertising are expected to further accelerate the importance of the Web in the future. There are several quantitative ways to discern individuals' Web usage patterns, including user tracking software and user surveys. Many firms are starting to employ user tracking software which, in addition to monitoring total time spent on Web sites, can also be used to differentiate the Web site sections Web surfers use and the path they took to get there. Additionally, online user surveys allow advertisers to comprehend their users' online surfing patterns. These user tracking techniques are in the infancy stages; as their methods become more advanced and ethical issues are minimized, practitioners will be able to better target their buyers. Other methods of usage distinction include qualitative research such as focus groups and interviews. In final sum, this study identifies the relationships between the use of the Web, advertising, and shopping behavior to be significant. This sample's findings indicate heavy users purchase approximately 11 per cent more than medium users. However, the majority of the users (54 per cent) fall into the medium users' category, followed by light users (33 per cent) and heavy users (13 per cent). In the context of this sample, advertisers would be wise to concentrate on medium users' and light users' advertising preferences as these groups, combined, purchase more than the small percentage heavy users purchase.
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Web usage, advertising, and shopping: relationship patterns

Pradeep Korgaonkar and Lori D. Wolin

Web usage, advertising, and shopping: relationship patterns

Pradeep Korgaonkar and Lori D. Wolin

Web usage, advertising, and shopping: relationship patterns

Pradeep Korgaonkar and Lori D. Wolin

Web usage, advertising, and shopping: relationship patterns

Pradeep Korgaonkar and Lori D. Wolin

3. How (1) (2) (3)

Web usage, advertising, and shopping: relationship patterns

Pradeep Korgaonkar and Lori D. Wolin

Increases a great deal

7 Not essential at all 4

I consider Web advertising:

Web usage, advertising, and shopping: relationship patterns

Pradeep Korgaonkar and Lori D. Wolin

(3) (4) (5) (6)

5-6 times; 7-8 times; 9-10 times; and 11 or more times.

Web usage, advertising, and shopping: relationship patterns

Pradeep Korgaonkar and Lori D. Wolin

Results and discussion

Table V User behavior group means Statement Mean Significance Statement

2.427 3.124 2.536 1.964

Web usage, advertising, and shopping: relationship patterns

Pradeep Korgaonkar and Lori D. Wolin

Web usage, advertising, and shopping: relationship patterns

Pradeep Korgaonkar and Lori D. Wolin

3.455 3.889 3.318 3.429 3.063 3.574 3.062 2.856

3.858 4.370 3.922 3.544 2.922 2.519 2.886 3.144

Web usage, advertising, and shopping: relationship patterns

Pradeep Korgaonkar and Lori D. Wolin

1.611 1.407 1.521 1.841

3.678 4.029 3.637 3.603

1.780 2.075 1.757 1.696

Web usage, advertising, and shopping: relationship patterns

Pradeep Korgaonkar and Lori D. Wolin

Web usage, advertising, and shopping: relationship patterns

Pradeep Korgaonkar and Lori D. Wolin

Web usage, advertising, and shopping: relationship patterns

Pradeep Korgaonkar and Lori D. Wolin

Web usage, advertising, and shopping: relationship patterns

Pradeep Korgaonkar and Lori D. Wolin

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