The predictors of attitude towards online advertising

Kok, Adeline Li Ming * and Teoh, Boon Wai and Mazitah Hussin, and Nik Kamariah Nik Mat, (2012) The predictors of attitude towards online advertising. In: Global Conference for Academic Research on Management and Economics (2nd: 2012 December 7: Kuala Lumpur), 07 Dec 2012, Kuala Lumpur. (Submitted)

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Abstract

With the significant increase of the number of Internet users in Malaysia to 17.5 million users in 2011,online advertisers need to understand the consumers’ attitude towards online advertising better. Thus, the main aim of this research paper is to study the predictors of consumers’ attitude toward online advertising. Respondents were chosen from students studying in private education institutions in Malaysia since past studies indicate that most of these online users are young consumers. Three constructs have been identified to predict consumers attitude toward online advertising which are usability , trust and information. The research approach adopted in this study is a survey method using purposive sampling. The data was collected through self administered distribution and received 207 valid responses. The findings of this research reveal that all the three predictors which are usability, trust and information had positive significant influence on consumers’ attitude toward online advertising.

Item Type: Conference or Workshop Item (Paper)
Additional Information: 2nd author is with School of Communication, Taylor’s University, Subang Jaya; 3rd author is with Knowledge Link Sdn Bhd, Suite A603, Phileo Damansara II, Petaling Jaya, 46350, Malaysia; 4th author is with Othman Yeop Abdullah Graduate School of Business,Universiti Utara Malaysia.
Uncontrolled Keywords: Online Advertising; Consumers Attitude; Predictors
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Others > Non Sunway Academics
Sunway University > Centre for Tourism, Hospitality and Culinary Management
Depositing User: Ms. Molly Chuah
Date Deposited: 28 Jun 2013 06:28
Last Modified: 08 Feb 2017 09:18
URI: http://eprints.sunway.edu.my/id/eprint/133

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