CHAPTER 5 COMPARISON OF DIFFERENT TYPE OF ONLINE ADVERTSIEMENTS. Table: 8 Perceived Usefulness of Different Advertisement Types

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1 CHAPTER 5 COMPARISON OF DIFFERENT TYPE OF ONLINE ADVERTSIEMENTS 5.1 Descriptive Analysis- Part 3 of Questionnaire Table 8 shows the descriptive statistics of Perceived Usefulness of Banner Ads. The results show that all the participants provide the highest mean score for statement number 3: Online advertising addresses my shopping related problems (4.67). The participants, in general, also agreed that Banner ad gives them greater choice in making commercial decisions (statement number 2: mean score 4.32). Table: 8 Perceived Usefulness of Different Advertisement Types S.No Items (N=1200) Text ad (Mean) Banner ad (Mean) Video ad (Mean) 1 My life would be difficult without online advertising 2 Online advertising gives me greater choice in my commercial decisions 3 Online advertising addresses my shopping related problems 4 Online advertising saves my shopping and product searching time 5 Online advertising helps me in getting to a long variety of products/services I seek 6 Online advertising saves my time and money for searching the product in market 7 Online advertising helps me to get what I would not otherwise find easily available in the market 8 Online advertising aware me about the latest price, offers and discounts available. 9 Online advertising is useful for me in making purchase decisions offline

2 Table 9 also presents the descriptive statistics of perceived usefulness of online video ads. The results show that all the respondents provide the highest mean score for statement number 4: Online advertising saves my shopping and product searching time (5.09), followed by statement number 8: Online advertising aware me about the latest price, offers and discounts available (5.01), and statement number 6: Online advertising saves my time and money for searching the product in market (4.89). In summary, the descriptive statistics of perceived usefulness show that in general, the users, who responded to the questionnaire agree that all three reporting types of online advertisements are useful for getting products which are not otherwise possible to get in the market. The results show that overall, the participant s perceived online video advertisements the most useful compared to online text and banner ads. 5.2 Descriptive Statistics of Perceived Ease of Use This section presents the participants responses on how respondents perceived ease of use of each online advertisement type Table 9 presents the descriptive statistics of perceived ease of use of each type The results show that all the participants provide the highest mean score for statement number 1: Online advertising is user friendly one. (5.1130), followed by statement number 3: Online advertising leads me to appropriate url or website. (5.0206). The respondents of this study however, generally agree that the Text ads does not enable them to use interactive features (statement number 5: mean score ). Table: 9 Perceived Ease of Use of Different Online Advertising Types Text ad Banner Video S.No Item(N=1200) (Mean) ad ad (Mean) (Mean) 1 Online advertising is user friendly one Intercreativity in online advertising is confusing Online advertising leads me to appropriate url or website. 4 Online advertising often gets hanged when clicked 166

3 5 Online advertising links allow me use interactive features. 6 Online advertising helps me to get what I would not otherwise find easily available in the market 7 Overall online advertising is easy to understand at it can be replayed Table B also presents the descriptive statistics of perceived ease of use of Banner ads. The results show that all the respondents, provide the highest mean score for statement number 3: Online advertising leads me to appropriate url or website. (5.2584). this indicates that the participants have the same perception on banner ads with regards to leading to appropriate website or URL. Finally, table B presents the descriptive statistics of perceived ease of use of Video ads. The results show that all the respondents provide the highest mean score for statement number 6: Online advertising helps me to get what I would not otherwise find easily available in the market (5.9742), followed by: Online advertising links allow me use interactive features. (5.9143). In summary, the respondents agree that in general, all three online video types allow them to use interactive features. The results also show that overall ease of use is leaded by banner ads, followed by text ads and video ads. 5.3 Perception Differences on Usefulness This section presents the results of hypothesis 1. Hypothesis 1 states that there are no significant differences in respondents perceived usefulness between different online ad types. Friedman test was used to determine whether the users have perceived the three online advertisements ad types as different in terms of usefulness differently. Table: 10 Perceived Usefulness of different types of Ads. Perceived Standard usefulness N Mean deviation Text ad

4 Banner ad Video ad Table 10 shows the descriptive statistics for perceived usefulness of online ad types by the respondents. The results show that the participants provide the highest mean score for video ads (4.7350), followed by banner ads (4.2634) and text ads (4.1490). Table: 11 Rankings as per Perceived Usefulness of different Ad types. Perceived usefulness N Rank X² Sig. Text ad Banner ad Video ad Table 11 shows the ranking of the advertisement types. The results show that the mean rank for online video ads is the highest (2.32), followed by banner ads (1.99). The lowest mean rank is the text ad (1.69). This indicates that the respondents perceived video ads as most useful among the three ad types the results also show significant difference of respondents perceived usefulness of the three ad types (0.003). Therefore, the results reject hypothesis 1 that there are no significant differences in respondents perceptions of the usefulness of different video advertisement types. So the null hypothesis is rejected and alternate hypothesis is accepted. 5.4 Perception Differences on Ease of Use In this section the results from testing hypothesis 2 are presented. Hypothesis 2 states that there are no significant differences in perception about the ease of use of different ad online types. Friedman test was used to determine whether the users have perceived the online ad types in terms of ease of use differently from one another 168

5 Table: 12 Perceived Ease of Use of different types of Ads Perceived Ease of use N Mean Standard deviation Text ad Banner ad Video ad Table 12 shows the descriptive statistics for perceived ease of use of the different online ad types. The results show that the participants provided the highest mean score for video ads (4.8460), followed by banner ad with a mean of (4.7049) and text ads (4.5770). The results indicate that online video ad type is the most easy to use of the three online ad types. Table: 13 Rankings as per Perceived Ease of Use of different Ad types. Perceived Ease of use N Rank X² Sig. Text ad Banner ad Video ad Table 13 shows the ranking of the ad types on the perceived ease of use. The results show that the mean rank for video ads is the highest i.e. (2.09), followed closely by banner ads (2.08). Text ads were ranked the lowest (1.84). This finding suggests that the respondents perceived video ads as most useful among the three different online ad types. The results in Table 13, however, show no significant difference of respondents perceived usefulness of the three different online ad types (0.302). Therefore, the results support hypothesis 2 that there are no significant differences in user. perceptions of ease of use of the three online ad types. Hence null hypotheses in case of hypotheses 2 are accepted. 169

6 5.5 Perceived Usefulness and Preference In this section the results from testing hypothesis 3 are presented. Hypothesis 3 states that there is no association between respondents perceptions of the usefulness of different online ad types and their preference of ad types. A Chi-square test was used to determine the association between perceived usefulness and preferred ad types. Table: 14 Perceived Usefulness of Ads and their Preference. Perceived Useful Preferred Ad type Text ad Banner ad Video ad Total Number Number Number Number Text ad Banner ad Video ad Table 14 provides the descriptive statistics (cross tabulation) for respondents perceived usefulness and their preference of online ad types In general, the results show participants who perceived that a ad type is useful, tended to prefer Online advertising aware them about the latest price, offers and discounts available. Participants perceiving text ad as most useful to use (33) compared to banner ad (13) and video ad (10) in purchase decisions. On the other hand, participants perceiving banner ads as most useful, tend to prefer banner ads (45) in performing purchase decision. 170

7 Table: 15 Chi Square table Value Df Sig.(2-sided) Pearson Chi square (a) Likelihood ratio Linear-by-Linear Association Number of subjects 1200 Table 15 presents the results showing the association between perceived usefulness and preferred ad type through a Chi-square test. The results show a significant correlation (r=0.002) between respondents perceived usefulness and their preference of an ad. The results indicate that respondents preference of online ad type is influenced by their perceptions of the online ad types. This suggests that respondents perception of the usefulness of an online ad type is important determinant in their preference for an ad Therefore thus null hypothesis 3 is not supported and alternate hypothesis is accepted. 5.6 Perceived Ease of Use and Preference Hypothesis 4 states that there is no association between respondents perceptions of the ease of use feature in an online ad and their preference of ad type. A Chi-square correlation test was used to determine the association between perceived ease of use and preferred ad type. Table: 16. Perceived Ease of Use and Preferred Advertisement Type Perceived Preferred Ad type Total Ease of Text ad Banner ad Video ad use Number Number Number Number Text ad Banner ad Video ad

8 Table 16 provides the descriptive statistics for respondents perceived ease of use and their preference of online ad types. In general, the results show participants who perceived that a particular online ad is easy to use, used to prefer that advertisement type for performing their marketing/ purchasing activities. Respondents perceiving online text ads as the most easy to use (52). On the other hand, participants perceiving banner ads as the most easy to use, tend to prefer banner ads (36) in performing purchasing decisions. Similar results occur with video ads. Table: 17 Chi square Test Value Df Sig.(2-sided) Pearson Chi square (a) Likelihood ratio Linear-by-Linear Association Number of subjects 1200 Table 17 also presents the results that show the association between perceived ease of use and preferred online ad type. The results show a statistically significant correlation (r=0.004) between respondents perceived ease of use of an ad type and their preference for a particular ad. The results indicate that the respondents preference of an online ad type is influenced by their perceptions of ease of use. Therefore, null hypothesis 4 is rejected and alternate hypothesis is accepted as there is evidence that users perceived ease of use is an important criteria used to determine preference of an online ad type. 172

9 5.7 Hypotheses Results This section gives a compact of the hypotheses that have been set in Research methodology section of this thesis. Table 18 gives an account of the accepted and rejected hypothesis of this study. Table 18: Hypotheses Results No. Hypothesis Results Ho-1 There are no significant differences in respondents Rejected perceived usefulness between different online ad types. H1-1- There is a significant difference in respondents Accepted perceived usefulness between different online ad types. Ho-2 There is no significant difference in respondents Accepted perceived ease of use between different online ad types. H1-2 There is a significant difference in respondents Rejected perceived ease of use between different online ad types. Ho-3 There is no association between respondents Rejected perceptions of the usefulness of different online ad types and their preference of ad types H1-3 There is a significant association between respondents Accepted perceptions of the usefulness of different online ad types and their preference of ad types. Ho-4 There is no association between respondents Rejected perceptions of the ease of use and their preference of an online ad type. H1-4 There is a significant association between respondents Accepted perceptions of the ease of use and their preference of an online ad type. Ho-5 There is no significant difference between Accepted demographics and respondents perception about online advertising H1-5 There is a significant difference between demographics and respondents perception about online advertising. Rejected 173

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