An Empirical Study of Online Advertising Market Regulation
With the burgeomng online advertising market, to establish a sound regulatory mechanism and hence create a fair competitive environment has already become a vital issue need to be addressed. Based on existing literature, this paper adopted empirical analysis and collected data by a well-established questionnaire. The survey found that consumers willingness to contact online advertisements is generally low and more than half of the respondents could not clearly distinguish whether an online advertisement is illegal or not. In addition, high cost in protecting consumer rights was found to be the primary reason why consumers often choose not to safeguard their rights when prejudiced by illegal online ads. Through exploratory factor analysis, the results indicace that many causes of illegal online ads could be classified into three general categories: institutional aspect causes, consumer aspect causes and enterprise aspect causes. Besides, improve relevant laws and regulations are considered by consumers to be the most important method for eliminating illegal online advertisements.
public interest online advertising regulation
Lihua Ruan Ding Tian
School of Business, Hubei University, Wuhan 430062, China
国际会议
第八届武汉电子商务国际会议(The Eighth Wuhan International Conference on E-Business)
武汉
英文
227-232
2009-05-30（万方平台首次上网日期，不代表论文的发表时间）