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1、THEINTERACTIVEADVERTISINGMODEL:HOWUSERSPERCEIVEANDPROCESSONLINEADSShellyRodgersandEstherThorsonAbstract:TheauthorsprovideanintegrativeprocessingmodelofInternetadvertising,whichincorporatesthefunctionalandstructuralschoolsofthought.Themodelbeginswiththefunctionalperspective,whichattem
2、ptstoidentifyreasonsforInternetuse.Sincemostindividualsentercyberspacewithsomegoal,oragenda,inmind,theauthorsarguethatamodelofonlineprocessingshouldbeginwithconsiderationofInternetfunctions.Thesefunctions,accordingtotheauthors,operateconjointlywiththeuser'smode--rangingfromhighlygoal
3、-directedtoplayful--toinfluencethetypesofadswebuserswillattendtoandprocess.Anumberofmediatingvariables,suchasskilllevel,areofferedasreasonstoswitchmotives.Thesevariablesareconceptualizedashavingeitheradeleteriouseffect,asinthecaseoflowskillandhighanxiety,orbeneficialeffect,asinthecas
4、eofhighskillandlowanxiety,onadprocessing.Last,theauthorsincorporateastructuralperspective,whichseekstoidentifyandclassifyInternetads.TheauthorsofferabroadschemeinwhichtoclassifymostInternetads,aswellasanumberofcommonfeaturesuniquetotheseads.Theauthorsconcludebyofferinganumberofhypoth
5、esessuggestedbythemodel.AlthoughtheInternet[1]providesanefficientmediumforWassmuth&Thompson,1999),thereceiver(e.g.,Pashupati&advertising(Hoffman&Novak,1996),practitionersaretryingRaman,1999;Rodgers&Cannon,2000),andinveryfewcases,tofigureouthowtomaximizethisnewmedium(Eighmey&theintera
6、ctionofthemessageandreceiver(Oh,Cho,&McCord,1998).Scholarsareattemptingtodothesame.TheirLeckenby,1999).Incontrasttoexaminingthestructuralapproach,however,generallydiffersfrompractitionersintheelementsofInternetads,afairlylargenumberofInternetwayrigoroustheories,methodsandmodelsarebui
7、lt,used,scholarshaveusedthefunctionalistapproachtoidentifytestedandre-tested.OurpurposehereistoofferaninteractivereasonsforInternetuse(e.g.,Abels,White,&Hahn,1997;modelofadprocessingthatcanbeused,testedandre-testedEighmey,1997;Katz&Aspden,1997;Korgaonkar&Wolin,byanyoneinterestedinInt
8、ernetadverti
