Exploring consumers attitude towards web advertising and its influence on web ad usage in Malaysia

Norzalita Abd Aziz, and Ahmad Azmi M. Ariffin, (2010) Exploring consumers attitude towards web advertising and its influence on web ad usage in Malaysia. Jurnal Pengurusan, 31 . ISSN 0127-2713

[img] PDF
Restricted to Repository staff only

102kB

Official URL: http://www.ukm.my/penerbit/jurus.htm

Abstract

The digital age has already made significant changes to each of the elements of the promotion mix. Companies increasingly see the Internet as an important medium through which advertising messages can be directed towards consumers. In the 21st century, consumers have more control over advertising exposure with web advertising because they can select how much commercial content they wish to view. However, very little is known of consumer beliefs about Web advertising, attitudes toward Web advertising or Web advertising associated with consumer behaviour in Malaysia. By adopting and applying Korgaonkar, Silverbatt and O’Leary’s measurements, this paper explores Web users’ beliefs, attitudes and use of Web advertising. The descriptive statistics, cross tabulation, factor analysis results as well as regression analysis and its implications on the findings are discussed

Item Type:Article
Journal:Jurnal Pengurusan
ID Code:1771
Deposited By: Ms. Nor Ilya Othman
Deposited On:13 Jun 2011 03:43
Last Modified:14 Dec 2016 06:30

Repository Staff Only: item control page