AN INVESTIGATION ON ONLINE ADVERTISING-How Does Online Advertising Influence Consumer Behavior?

Hi, really thank you for taking time to participate in this questionnaire! I am WanYing Wu, an undergraduate student from University of Birmingham in Singapore Institute of Management. The following questionnaire is related to my final dissertation which is part of research on " How Online Advertising Affect Consumer Behavior ". Your response will be essential and helpful in my research, and it is conducted under my supervisor Dr. Zhang.This questionnaire will not take more than 10 minutes to you, and your identity and response collected from this questionnaire will be kept strictly confidential which use for academic purposes only. Finally, I really appreciate your generous contribution!If you got any question from the research purpose or questionnaire, please feel free to contact me via girlwwy@gmail.com.

Q1:1. What is your gender?

A. Female

B. Male

Q2:2. What is your age range?

A. 18-25 years old

B. 26-35 years old

C. 36-45 years old

D. 46-55 years old

Q3:3. What is your current occupation?

A. Full time work

B. Part time work

C. Student

D. Unemployed/ Homemaker

E. Others

Q4:4. What is your income range?

A. Less than 1,000 SGD( 4,500 RMB)

B. Among 1,001- 2,000 SGD (4,500-9,000 RMB）

C. Among 2,001- 3,000SGD （9,000-13,500 RMB)

D. Among 3,001- 4,000SGD (13,500-18,000 RMB)

E. More than 4,001 SGD (18,000 RMB）

Q5:5. How often do your surf online? (On average)

A. more than 5 hours per day

B. 2-4 hours per day

A. Less than one hour per day

D. Not more than 5 hours per week

Q6:6. Have you ever purchased a product before because of its advertisement?

A. Yes

B. No

Q7:7. How often do you use advertising to help you to make your purchase decisions?

A. Very often

B. Sometimes

C. Seldom

D. None

Q8:8. Which types of online advertisement attract you most?(Can choose more than one option)

A. Email

B. Search engine

C. Social media

D. Web banner

E. Streaming video

F. None of them

Q9:9. Which types of online advertisement bother you most?(Can choose more than one option)

A. Email

B. Search engine

C. Social media

D. Web banner

E. Streaming video

F. None of them

Q10:10. In what way do online advertisements influence you?

A. Have used some of its products or services

B. Only influence when plan for its future purchase

C. There is no influence because of the product or service itself

D. There is no influence because of risk existing

E. Never pay attention to online advertisements

Q11:11. How often do you click on or do the further research when you see an online advertisement?

A. Everytime when I get interested on the product or service

B. Not often although the product or service rise my interest

C. Depends on the source of online advertisement

D. Never click on although the product or service raises my interest

Q12:12. What characteristics of online advertising change your mind?(Can choose more than one option)

A. Color Scheme

B. Participating Celebrities

C. Better understanding on products

D. Cartoon Character used

E. Layout of the advertisement

F. Slogan/ Melody used

G. Eye-catching visual media

Q13:13. Do you find online advertisements are unrealistic and exaggerated?

A. Yes

B. No

Q14:14. Do you agree that online advertisements are informative?

A. Strongly Agree

B. Somewhat Agree

C. Neutral

D. Somewhat Disagree

E. Strongly Disagree

Q15:15. Do you prefer that the online advertisements contain as much product information as it can?(such as choices of color，size, material or price)

A. Yes

B. No

Q16:16. Do you like the online advertisements for products or services that match your interest as advertisers use internet cookies to track your online habits?

A. I like it as it usually matches my interests

B. Sometimes feel convenient if I really need those advertisements but sometimes not

C. It bother me a lot like it stole my privacy

D. Don’t get any feeling with it

Q17:17. In general, how confident do you generally feel using information you see in an online advertisement?

A. Very confident

B. Sometime confident

C. Not at all

D. Depends on the situation

Q18:18. How often do you feel offended by online advertisement?

A. Very often

B. Sometimes

C. Seldom

D. None

Q19:19. How often have you felt misled by online advertisement in your purchase experience?

A. Very often

B. Sometimes

C. Seldom

D. None

Q20:20. How comfortable are you when you use your mobile phone number and address as your personal information to purchase products because of their online advertisements?

A. Very comfortable

B. Sometimes comfortable

C. It doesn’t matter

D. It feels very risky

E. Depends on the situation and past experience

Q21:21. What potential risks are you concerned about when you interact online advertisements?(Can choose more than one option)

A. Website safety

B. Click on content not matching the advertisement

C. Invisible sellers

D. Unreliable transaction environment

Q22:22. In general, do you agree that you can trust the online advertisements?

A. Strongly Agree

B. Somewhat Agree

C. Neutral

D. Somewhat Disagree

E. Strongly Disagree

Q23:23. Do you agree that online advertisements are more convenient compare to the other marketing tools?

A. Strongly Agree

B. Somewhat Agree

C. Neutral

D. Somewhat Disagree

E. Strongly Disagree

Q24:24. Do you agree that online advertisements are effective in purchase decision making?

A. Strongly Agree

B. Somewhat Agree

C. Neutral

D. Somewhat Disagree

E. Strongly Disagree

Q25:25. Have you ever been recommended the products or services from other because they saw their advertisements online?

A. Yes

B. No

Q26:26. Do you think the “words of mouth” of purchase experience based on online advertisements are important to you?

A. Yes, sure

B. Not really

C. Sometimes, depend on the situation

D. Not at all

Q27:27. Will the past experience of online advertisements affect you a lot in your perception to online advertisement in the future?

A. Yes, sure

B. For the same brand or same product, it will

C. For the same types of online advertising, it will

D. Only for a period

E. Not at all

Q28:28. In general, what's your feeling towards to online advertising?

A. Positive

B. Negative

C. Don't get any feeling from it

Q29:29. Overall, what's your perception regarding online advertising?(Can choose more than one option)

A. Annoying

B. Distracting

C. All over the place

D. Invasive

E. creepy

G. Persuasive

H. Boring

Q30:30. Summarizing your purchase experience based on the online advertisements, are you satisfied with them?

A. Yes, sure

B. Almost