Abstract

This study aims at analysing consumer behaviour towards online advertising, focusing on the attitude defined in terms of cognitive, affective and behavioural aspects. Likert scale was employed to capture these three aspects. However, subjective attitude is often a nebulous and vague feature to deal with. To this end, adopting a fuzzy clustering procedure, first a fuzzy coding of the levels of the Likert scale is adopted. Second, the Fuzzy k-Means clustering model for fuzzy data has been employed to segment a sample of web users. Two clusters have been identified that require different marketing communication strategies.