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The influence of advertising exposure towards purchase intention of consumers on Bosch products: a study of moderating effect of age in the context of Malaysian consumers

The purpose of this study is to examine the influence of advertising exposure of banner, billboard, flyer, and newspaper ad towards purchase intention on Bosch products. At the same time, the study also examined the moderating effect of age between advertising exposure and purchase intention. Data...

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Main Author: Chong, Khi Su
Format: Thesis
Language:English
Published: 2014
Subjects:
HF Commerce
Online Access:https://eprints.ums.edu.my/id/eprint/17905/1/The%20influence%20of%20advertising%20exposure.pdf
https://eprints.ums.edu.my/id/eprint/17905/
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spelling my.ums.eprints.179052017-12-28T22:55:22Z https://eprints.ums.edu.my/id/eprint/17905/ The influence of advertising exposure towards purchase intention of consumers on Bosch products: a study of moderating effect of age in the context of Malaysian consumers Chong, Khi Su HF Commerce The purpose of this study is to examine the influence of advertising exposure of banner, billboard, flyer, and newspaper ad towards purchase intention on Bosch products. At the same time, the study also examined the moderating effect of age between advertising exposure and purchase intention. Data from 200 respondents were obtained and analysed by using SPSS version 21 and Smart PLS2 .0. From the result obtained, banner, billboard, flyer and newspaper ad have positive relationship with purchase intention. The relationship between age and advertising exposure is also found positive. Other than that, the relationship of age with purchase intention is also positively related. Furthermore, age does not moderate the relationship between advertising exposure and purchase intention. Therefore, as the marketing managers and business of Bosch products or similar products in the competing industry, they need to take into the consideration of the influence of advertising exposure on purchase intention. Lastly, the limitation of the study and future research recommendation also were reported in this study. 2014 Thesis NonPeerReviewed text en https://eprints.ums.edu.my/id/eprint/17905/1/The%20influence%20of%20advertising%20exposure.pdf Chong, Khi Su (2014) The influence of advertising exposure towards purchase intention of consumers on Bosch products: a study of moderating effect of age in the context of Malaysian consumers. Masters thesis, Universiti Malaysia Sabah.
institution Universiti Malaysia Sabah
building UMS Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Sabah
content_source UMS Institutional Repository
url_provider http://eprints.ums.edu.my/
language English
topic HF Commerce
spellingShingle HF Commerce
Chong, Khi Su
The influence of advertising exposure towards purchase intention of consumers on Bosch products: a study of moderating effect of age in the context of Malaysian consumers
description The purpose of this study is to examine the influence of advertising exposure of banner, billboard, flyer, and newspaper ad towards purchase intention on Bosch products. At the same time, the study also examined the moderating effect of age between advertising exposure and purchase intention. Data from 200 respondents were obtained and analysed by using SPSS version 21 and Smart PLS2 .0. From the result obtained, banner, billboard, flyer and newspaper ad have positive relationship with purchase intention. The relationship between age and advertising exposure is also found positive. Other than that, the relationship of age with purchase intention is also positively related. Furthermore, age does not moderate the relationship between advertising exposure and purchase intention. Therefore, as the marketing managers and business of Bosch products or similar products in the competing industry, they need to take into the consideration of the influence of advertising exposure on purchase intention. Lastly, the limitation of the study and future research recommendation also were reported in this study.
format Thesis
author Chong, Khi Su
author_facet Chong, Khi Su
author_sort Chong, Khi Su
title The influence of advertising exposure towards purchase intention of consumers on Bosch products: a study of moderating effect of age in the context of Malaysian consumers
title_short The influence of advertising exposure towards purchase intention of consumers on Bosch products: a study of moderating effect of age in the context of Malaysian consumers
title_full The influence of advertising exposure towards purchase intention of consumers on Bosch products: a study of moderating effect of age in the context of Malaysian consumers
title_fullStr The influence of advertising exposure towards purchase intention of consumers on Bosch products: a study of moderating effect of age in the context of Malaysian consumers
title_full_unstemmed The influence of advertising exposure towards purchase intention of consumers on Bosch products: a study of moderating effect of age in the context of Malaysian consumers
title_sort influence of advertising exposure towards purchase intention of consumers on bosch products: a study of moderating effect of age in the context of malaysian consumers
publishDate 2014
url https://eprints.ums.edu.my/id/eprint/17905/1/The%20influence%20of%20advertising%20exposure.pdf
https://eprints.ums.edu.my/id/eprint/17905/
_version_ 1760229375748341760
score 13.211869

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