摘要：Two, one-factor, within-subjects experiments were conducted to examine the role of Internet motives on responses to four types of banners (communicate, research, shop, and surf). Participants were each exposed to a total of 12 ads, or 3 different ads for each banner type. There were three dependent variables - attitude toward the ad, ability to persuade, and intent to click. The moderating variable was Internet motives, which had four levels (communicate, research, shop, and surf). Study 1 sampled a group of college students (N=106) and Study 2 sampled non-student adults (N=38). Results indicate that Internet motives influenced the strength of banner type on ad responses, but not for every banner ad examined. The hypothesized feature-to-motive association effect was found to some degree with the student sample, but was not found with the non-student sample. Evidence suggests that Internet motives serve different functions for students and non-students. Implications of the findings are discussed.
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