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
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id	my-ums-ep.17905
record_format	uketd_dc
spelling	my-ums-ep.179052017-12-28T22:55:22Z 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 2014 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 https://eprints.ums.edu.my/id/eprint/17905/ https://eprints.ums.edu.my/id/eprint/17905/1/The%20influence%20of%20advertising%20exposure.pdf text en public masters Universiti Malaysia Sabah Faculty of Business, Economics and Accounting
institution	Universiti Malaysia Sabah
collection	UMS Institutional Repository
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
qualification_level	Master's degree
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
granting_institution	Universiti Malaysia Sabah
granting_department	Faculty of Business, Economics and Accounting
publishDate	2014
url	https://eprints.ums.edu.my/id/eprint/17905/1/The%20influence%20of%20advertising%20exposure.pdf
_version_	1747836475900166144

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

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