Özet:

Researches about the Internet usually focus on consumers’ demographic characteristics which provide the statistical data. But researches about people’s attitudes and beliefs are limited. However understanding the digital consumer emerging with the help of new technologies is crucial for the success of the advertising. Individual’s beliefs and attitudes toward advertising affect the success of ads. The goal of this study is to determine the participant’s beliefs and attitudes towards Internet advertising by using Yang’s (2003) 38-item Likertscale. In the study, survey method was used and 183 surveys were conducted. Participants were chosen by convenience sampling approach. Results reveals that seven belief factors (Materialism, hedonism, product information, consumer benefits, good for economy, negative features and web-economics) are determinant on attitudes toward internet advertising

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