ITV viewers' attitudes towards iTV advertising and their influence on interactive behavior

The implementation of computer-based systems on traditional broadcasted television (TV), and the ability of interactivity, may bring about a revolution in consumers’ viewing habits and a positive change in attitude towards TV advertising. Consumers' attitudes towards advertising have long been considered a significant antecedent of advertising message elaboration as well as purchase intention. The aims of this research are to explore current attitudes towards interactive television (iTV) advertising and to examine their effect on TV viewers’ interactive behavior after exposure to iTV advertising. The current study shows that the attitude towards iTV advertising is neither negative nor positive among iTV viewers. Furthermore, by examining the iTV viewer's interactive behavior, a significant positive relationship was found to exist between his/her attitude towards iTV advertising and the extent of his/her interactive behavior. These findings confirm the effects of attitude towards iTV advertising on consumers’ interactive information-seeking behavior. Their purchase intention, however, depends more on their involvement with a specific product.