Revisiting Attitude towards Advertising, its Antecedent and Outcome: A Two-Stage Approach using PLS-SEM
Attitude towards advertising, its antecedent and outcome are well documented in advertising literature. Moreover, the theory of reasoned action is often used to support the relationships between belief, attitude and intention towards advertising, especially in the western context. However, littl...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universiti Putra Malaysia
2015
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| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/12092/ http://ir.unimas.my/id/eprint/12092/2/Article%201.pdf |
| Summary: | Attitude towards advertising, its antecedent and outcome are well
documented in advertising literature. Moreover, the theory of
reasoned action is often used to support the relationships between
belief, attitude and intention towards advertising, especially in the
western context. However, little is done to attest the dimensionality
of belief factors in explaining attitude and intention towards
advertising in the developing markets. Consequently,
misspecification of model and omission of measures due to
deficiencies in analysis may likely lead to irrelevant conclusion to
knowledge and practices. Hence, the present study is aimed to
revisit the belief-attitude-intention model in advertising research
using two-stage approach in PLS-SEM. Belief factors are
constructed as formative measurement to form personal and
societal belief factors in higher order component model.
Questionnaire-based survey was administered at universities in
Malaysia and 347 respondents were subsequently sampled. The
findings show that attitude of Malaysian young consumers towards
advertising is formed by both positive and negative beliefs. In particular, personal belief factors are found to have greater impact
on their attitude and intention than societal belief factors. |
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