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:
Online Access:http://eprints.usm.my/44382/1/SEA%20SU%20YEE.pdf
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