Exploring consumers attitude towards Web advertising and its influence on Web Ad usage in Malaysia

Research output: Contribution to journalArticle

7 Citations (Scopus)

Abstract

The digital age has already made significant changes to each of the elements of the promotion mix. Companies increasingly see the Internet as an important medium through which advertising messages can be directed towards consumers. In the 21st century, consumers have more control over advertising exposure with web advertising because they can select how much commercial content they wish to view. However, very little is known of consumer beliefs about Web advertising, attitudes toward Web advertising or Web advertising associated with consumer behaviour in Malaysia. By adopting and applying Korgaonkar, Silverbatt and O 'Leary 's measurements, this paper explores Web users' beliefs, attitudes and use of Web advertising. The descriptive statistics, cross tabulation, factor analysis results as well as regression analysis and its implications on the findings are discussed.

Original languageEnglish
Pages (from-to)55-63
Number of pages9
JournalJurnal Pengurusan
Volume31
Publication statusPublished - Dec 2010

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World Wide Web
Malaysia
Web advertising
Consumer attitudes
Statistics
Factor analysis
Consumer behaviour
Regression analysis

ASJC Scopus subject areas

  • Business, Management and Accounting (miscellaneous)
  • Accounting
  • Business and International Management

Cite this

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abstract = "The digital age has already made significant changes to each of the elements of the promotion mix. Companies increasingly see the Internet as an important medium through which advertising messages can be directed towards consumers. In the 21st century, consumers have more control over advertising exposure with web advertising because they can select how much commercial content they wish to view. However, very little is known of consumer beliefs about Web advertising, attitudes toward Web advertising or Web advertising associated with consumer behaviour in Malaysia. By adopting and applying Korgaonkar, Silverbatt and O 'Leary 's measurements, this paper explores Web users' beliefs, attitudes and use of Web advertising. The descriptive statistics, cross tabulation, factor analysis results as well as regression analysis and its implications on the findings are discussed.",
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AB - The digital age has already made significant changes to each of the elements of the promotion mix. Companies increasingly see the Internet as an important medium through which advertising messages can be directed towards consumers. In the 21st century, consumers have more control over advertising exposure with web advertising because they can select how much commercial content they wish to view. However, very little is known of consumer beliefs about Web advertising, attitudes toward Web advertising or Web advertising associated with consumer behaviour in Malaysia. By adopting and applying Korgaonkar, Silverbatt and O 'Leary 's measurements, this paper explores Web users' beliefs, attitudes and use of Web advertising. The descriptive statistics, cross tabulation, factor analysis results as well as regression analysis and its implications on the findings are discussed.

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