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The predictors of attitude towards online advertising

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...

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Main Authors: Kok, Adeline Li Ming *, Teoh, Boon Wai, Mazitah Hussin,, Nik Kamariah Nik Mat,
Format: Conference or Workshop Item
Language:English
Published: 2012
Subjects:
H Social Sciences (General)
Online Access:http://eprints.sunway.edu.my/133/1/Adeline%20Kok%20%20-%20The%20Predictors%20of%20Attitude%20towards%20Online%20Advertising%20%283%29.pdf
http://eprints.sunway.edu.my/133/
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spelling my.sunway.eprints.1332019-03-13T01:01:50Z http://eprints.sunway.edu.my/133/ The predictors of attitude towards online advertising Kok, Adeline Li Ming * Teoh, Boon Wai Mazitah Hussin, Nik Kamariah Nik Mat, H Social Sciences (General) 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. 2012-12-07 Conference or Workshop Item NonPeerReviewed text en http://eprints.sunway.edu.my/133/1/Adeline%20Kok%20%20-%20The%20Predictors%20of%20Attitude%20towards%20Online%20Advertising%20%283%29.pdf 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)
institution Sunway University
building Sunway Campus Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Sunway University
content_source Sunway Institutional Repository
url_provider http://eprints.sunway.edu.my/
language English
topic H Social Sciences (General)
spellingShingle H Social Sciences (General)
Kok, Adeline Li Ming *
Teoh, Boon Wai
Mazitah Hussin,
Nik Kamariah Nik Mat,
The predictors of attitude towards online advertising
description 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.
format Conference or Workshop Item
author Kok, Adeline Li Ming *
Teoh, Boon Wai
Mazitah Hussin,
Nik Kamariah Nik Mat,
author_facet Kok, Adeline Li Ming *
Teoh, Boon Wai
Mazitah Hussin,
Nik Kamariah Nik Mat,
author_sort Kok, Adeline Li Ming *
title The predictors of attitude towards online advertising
title_short The predictors of attitude towards online advertising
title_full The predictors of attitude towards online advertising
title_fullStr The predictors of attitude towards online advertising
title_full_unstemmed The predictors of attitude towards online advertising
title_sort predictors of attitude towards online advertising
publishDate 2012
url http://eprints.sunway.edu.my/133/1/Adeline%20Kok%20%20-%20The%20Predictors%20of%20Attitude%20towards%20Online%20Advertising%20%283%29.pdf
http://eprints.sunway.edu.my/133/
_version_ 1644324251593867264
score 13.211869

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