This study examines Chinese consumers' perceptions and responses
to web banner advertising. Results suggest that just one additional
banner exposure improves Chinese users' brand recall, changes
their attitude toward the brand, and increases their purchase
consideration. Although clickthrough was found to be a significant
predictor for banner recall, there was no evidence that clickthrough
affects brand recall, attitude toward the brand, or purchase
consideration. Most of the findings in this study are congruent with
those reported in the 1997 IAB Study.