Trust Transfer on the World Wide Web
Organization Science
What Trust Means in E-Commerce Customer Relationships: An Interdisciplinary Conceptual Typology
International Journal of Electronic Commerce
The first decade of e-commerce
International Journal of Business Information Systems
E-commerce implementation challenges: small to medium-sized versus large organisations
International Journal of Business Information Systems
Exploring advergaming and its online advertising implications
International Journal of Business Information Systems
Acceptability of internet voting and CRM principles among the internet savvy
International Journal of Business Information Systems
Toward multi-dimensional trust: exploring antecedents to trust in a complex domain
International Journal of Business Information Systems
International Journal of Business Information Systems
Combining RFID technology with social media marketing - a value network analysis
International Journal of Business Information Systems
Understanding 'likers' on Facebook: differences between customer and non-customer situations
International Journal of Business Information Systems
International Journal of Business Information Systems
Fraud on Taobao: an application of routine activity theory
International Journal of Business Information Systems
An empirical analysis of user evaluation factors on attitude and intention of using a search engine
International Journal of Business Information Systems
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Past research has explored the effectiveness of banner advertisements and how to increase banner advertisement click-through rates. But there is very little research regarding this question: Why are banner advertisement click-through rates extremely low? This study proposes one possible explanation for low banner advertisement click-through rates by exploring the multidimensional nature of consumer trust and distrust towards banner advertisements. Approximately 143 respondents filled out open-ended surveys detailing the reasons why they click (or avoid clicking) banner advertisements. The findings show that trusting the host website and trust in the banner advertisement's brand name significantly influence clicking on a banner advertisement. On the other hand, there are multiple antecedents that lead to consumers' distrust of banner advertisements. These antecedents include virus and spyware, scams, unwanted pop-ups, privacy concerns, redirection to unexpected websites, spam, negative Word-of-Mouth (WOM) regarding banner advertisements and a general distrust of banner advertisements.