Ck TECHNISCHE UNIVERSITÄT

Transcription

1 Ck TECHNISCHE UNIVERSITÄT ILMENAU Fakultät für Mathematik und Naturwissenschaften Institute für Medien und Kommunikationswissenschaft Fachgebiet Kommunikationswissenschaft USES AND GRATIFICATIONS OF ONLINE ADVERTISING A COMPARATIVE STUDY BETWEEN GERMANY AND EGYPT A dissertation submitted to the technical university of Ilmenau (Germany) for the degree of Doctor of philosophy (PhD) in mass communication Presented by Abd El-Basit Ahmed Hashem Mahmoud Abdullah Shaheen (M.A.) The examination committee members Prof. Dr. Paul Klimsa (Technical University Ilmenau, Germany) Prof. Dr. Philip Auter (University of Louisiana, USA) Jun. Prof. Dr. Jeffery Wimmer (Technical University Ilmenau, Germany) Submitted May 18, 2010 urn:nbn:de:gbv:ilml

2 Table of contents (1) INTRODUCTION Statement of the problem Objectives of the study Prior studies on commercial websites Choice of Germany and Egypt Hypotheses and questions of the study Method Significance of the study The importance of content analysis for current study Thesis content 9 (2) THEORETICAL BACKGROUND Uses and gratifications theory Historical background Purposes of the theory Assumptions of theory Models of uses and gratifications theory Cultural differences in uses and gratifications The basic elements of uses and gratifications theory The perspective of uses and gratifications in Internet use Criticism of uses and gratifications theory Interactive nature of CMC The concept of interactivity Dimensions of interactivity Types of interactivity CMC as interactive communication Online advertising Concept of online advertising Birth and Development The differences between online advertising and other forms of advertising Functions of online ads Types of online advertisements Online advertising formats Features of online advertising 65 XIII

3 2.4 Commercial websites, Concept of commercial websites Commercial websites as online advertising Birth and development Importance of commercial websites Types of commercial websites Constructions of commercial websites Problems of commercial websites The fact of online advertising and commercial sites in Germany and Egypt 79 (3) RESEARCH QUESTIONS AND HYPOTHESES Models of online advertising Davis'model Pavlou& Stewart model The interactive advertising model (IAM) The suggested uses and gratifications model of online advertising Motivations of commercial websites Attitudes toward commercial websites Obtained gratifications form using commercial websites Time spent on using commercial websites Demographic and cultural characteristics of commercial websites users Research Questions and Hypotheses of current study Questions and hypotheses of survey study 89 I. The questions of survey study 89 II. Hypotheses of the survey study Questions of content analysis study 93 (4) METHODOLOGY Sample of study Procedures for collecting and analyzing data Measurements of uses and gratifications 98 Motives and gratifications measurement 98 Attitudes measurement 101 Usage measurement Data collection 101 Online Questionnaire 101 Content analysis Reliability of questionnaire measurements and content analysis 103 XIV

4 4.6 Statistical analysis 104 (5) RESULTS OF STUDY Questions of survey study 105 Demographic characteristics of the sample 105 The characteristics of using the Internet 106 The characteristics of using commercial websites in each country 107 What are the motivations of using commercial websites in each country? 108 What are obtained gratifications from commercial websites in each country? 108 What are the attitudes toward using the commercial websites in each country? 109 What are the characteristics of using the online ads on commercial websites in each country? 109 To what extent do the users benefit from the shopping utility offered by commercial websites? 111 What are the ethical and cultural reasons of avoiding some commercial websites? And what are the types of these websites? 113 What are the users' proposals (suggestions) to develop commercial websites? Testing of survey hypotheses 114 HI. There is a significant effect for demographic variables of users on their usage's motives of commercial websites: 114 H2. Consumers' motives of using commercial sites have a significant effect on the consumers' time spent on these websites 117 H3. Motivations of using commercial websites are positively associated with the attitudes toward using these websites 119 H4. Obtained gratifications from commercial websites are positively associated with the attitudes toward these websites 122 H5. Motivations of the commercial websites are positively associated with obtained gratifications 125 H6. Attitudes toward using commercial websites have a significant effect on the time spent on these websites 127 H7. The consumers' time spent on commercial websites have a significant effect on consumers' gratifications from these websites 129 H8. Consumers' gratifications from commercial websites have a significant effect on the consumers' time spent on these websites 131 H9. There is a significant difference between German and Egyptian consumer's attitudes toward using commercial websites Results of content analysis study 136 Research Question Research Question Research Question Research Question Research Question (6) DISCUSSION, CONCLUSION, AND RECOMMENDATIONS Discussion 155 XV

5 6.2 Conclusion Recommendations Suggestions for further research 163 REFERENCES 165 APPENDIX 181 Appendix 1 (Online survey) 181 Appendix 2 (Content analysis) 186 XVI