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...
| Main Authors: | , , , |
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| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
2012
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| Subjects: | |
| Online Access: | http://eprints.sunway.edu.my/133/ http://eprints.sunway.edu.my/133/1/Adeline%20Kok%20%20-%20The%20Predictors%20of%20Attitude%20towards%20Online%20Advertising%20%283%29.pdf |
| Summary: | 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. |
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