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 language | English |
|---|---|
| Pages (from-to) | 55-63 |
| Number of pages | 9 |
| Journal | Jurnal Pengurusan |
| Volume | 31 |
| Publication status | Published - Dec 2010 |
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ASJC Scopus subject areas
- Business, Management and Accounting (miscellaneous)
- Accounting
- Business and International Management
Cite this
Exploring consumers attitude towards Web advertising and its influence on Web Ad usage in Malaysia. / Abd Aziz, Norzalita; Mohd. Ariffin, Ahmad Azmi.
In: Jurnal Pengurusan, Vol. 31, 12.2010, p. 55-63.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - Exploring consumers attitude towards Web advertising and its influence on Web Ad usage in Malaysia
AU - Abd Aziz, Norzalita
AU - Mohd. Ariffin, Ahmad Azmi
PY - 2010/12
Y1 - 2010/12
N2 - 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.
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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M3 - Article
VL - 31
SP - 55
EP - 63
JO - Jurnal Pengurusan
JF - Jurnal Pengurusan
SN - 0127-2713
ER -