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According to Rodgers and Thorson's (2000) research, consumers may pur- posefully seek out online advertisements to obtain information required to achieve their utilitarian needs, thus enabling them to deal with specific prob- lems or complete specific tasks. In transitional economies, the combination of limited brand knowledge and the relatively recent increase in product availa- bility has enhanced the demand for product information (Petrovici 8c Paliwoda 2007). Under such situation, Web advertising as an information source is particularly helpful to users with information motivation. Information motivation means that consumers use the Web mainly for their self-education and information needs (Korgaonkar, Pradeep K. and Lori D. Wolin, 1999, 54) First of all, the high vividness about Web ads can easily attract users’ attention, and, conse- quently, decrease their fatigue in discerning the useful information from others on a computer screen (Wefbster,J.,L. K. Trevino, and L. Ryan ,1993, 230 ) . Furthermore, Web advertising can give up to date information very easily and flexibly, moreover, it can provide in-time information to users (Ducoffe 1996). Furthermore, consensus exists with regard to the ability of advertising to inform consumers of product alternatives so that purchases yielding the greatest pos- sible satisfaction can be made. In contrast, Rotzoll, Haefner, and Sandage argue that advertising's informational role is its chief legitimizing function (1989). Find about product or ser- vices Find “how to “ Learn, self- education Fast updated info 40PDF Image | YouTube as an advertising platform
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