Factor Of Consumers Attitude Toward Mobile Advertising

This study demonstrate the adaption of Theory of Reasoned Action (TRA), Technology Acceptance Model and Web Advertising Model to examine how technology-related factors and web advertising model influence Malaysian consumer's attitude toward mobile advertising and lead to consumer's purchas...

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Bibliographic Details
Main Author:	Sea, Su Yee
Format:	Thesis
Language:	English
Published:	2014
Subjects:	HF5001-6182 Business
Online Access:	http://eprints.usm.my/44382/1/SEA%20SU%20YEE.pdf
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id	my-usm-ep.44382
record_format	uketd_dc
spelling	my-usm-ep.443822019-05-23T01:05:31Z Factor Of Consumers Attitude Toward Mobile Advertising 2014 Sea, Su Yee HF5001-6182 Business This study demonstrate the adaption of Theory of Reasoned Action (TRA), Technology Acceptance Model and Web Advertising Model to examine how technology-related factors and web advertising model influence Malaysian consumer's attitude toward mobile advertising and lead to consumer's purchase intention. A self-administered questionnaire was designed using establish scales. A survey on 124 respondents was conducted in Penang. Malaysia through email, restaurant and public university intercept methods. 2014 Thesis http://eprints.usm.my/44382/ http://eprints.usm.my/44382/1/SEA%20SU%20YEE.pdf application/pdf en public masters Universiti Sains Malaysia Pusat Pengajian Siswazah Perniagaan
institution	Universiti Sains Malaysia
collection	USM Institutional Repository
language	English
topic	HF5001-6182 Business
spellingShingle	HF5001-6182 Business Sea, Su Yee Factor Of Consumers Attitude Toward Mobile Advertising
description	This study demonstrate the adaption of Theory of Reasoned Action (TRA), Technology Acceptance Model and Web Advertising Model to examine how technology-related factors and web advertising model influence Malaysian consumer's attitude toward mobile advertising and lead to consumer's purchase intention. A self-administered questionnaire was designed using establish scales. A survey on 124 respondents was conducted in Penang. Malaysia through email, restaurant and public university intercept methods.
format	Thesis
qualification_level	Master's degree
author	Sea, Su Yee
author_facet	Sea, Su Yee
author_sort	Sea, Su Yee
title	Factor Of Consumers Attitude Toward Mobile Advertising
title_short	Factor Of Consumers Attitude Toward Mobile Advertising
title_full	Factor Of Consumers Attitude Toward Mobile Advertising
title_fullStr	Factor Of Consumers Attitude Toward Mobile Advertising
title_full_unstemmed	Factor Of Consumers Attitude Toward Mobile Advertising
title_sort	factor of consumers attitude toward mobile advertising
granting_institution	Universiti Sains Malaysia
granting_department	Pusat Pengajian Siswazah Perniagaan
publishDate	2014
url	http://eprints.usm.my/44382/1/SEA%20SU%20YEE.pdf
_version_	1747821367468752896

Factor Of Consumers Attitude Toward Mobile Advertising

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