Consumerís Attitude Towards Website And Smartphone Advertisements: Case Study In Jordan
Nowadays the industry of digital advertisements such as advertisements on websites and smartphone applications have become an effective tool for business owners to promote products. However, this industry in Jordan is still lagging behind other countries due to the lack of acceptance by consumers. Although there have several studies in literature focusing on digital advertisements in Jordan in terms of TV, radio, SMS, and MMS advertisements, these studies did not address the acceptance of website and smartphone advertisements by consumers. Therefore, this research fills the gap in literature by identifying the factors influencing the acceptance of website and smartphone advertisements in Jordan. A quantitative research was performed using the survey research method designed to identify consumer attitude towards the website and smartphone advertisements. We found that consumers have negative attitude towards the website and smartphone advertisements as they believe these advertisements do not add new values to their shopping experience, do not preserve their privacy, and may contain materials inappropriate to their culture and religion. Additionally, we found that internet speed, the language of landing websites, and the ease of use of the landing website also influence consumer attitude towards the website and smartphone advertisements.
Key words- Digital advertisement, consumer attitude, smartphone, Jordan