The Influence of Ethnic Identification in Digital Advertising
研究了西班牙裔美国人的民族认同强度如何影响他们对横幅、邮件和弹窗广告的态度及在线购买意愿，发现两者显著相关但方向与预期相反。
<h3>ABSTRACT</h3> Hispanic Americans9 purchasing power and Internet usage are on the rise, but published research on the influence of Web advertising on their purchase intentions online is still scarce. This study explores Hispanic-American attitudes toward banner, e-mail, pop-up advertising, and purchase intentions and accounts for ethnic identification (i.e., strength of association to the Hispanic culture) and selected demographics. The results vary among the three types of online advertising and indicate that attitudes toward online advertising and purchase intentions online are significantly related to ethnic identification⋯ but not in the expected direction. The major findings and their implications are discussed.