Factors affecting generation Y hybrid vehicle purchasing intention using internet advertising
The purpose of this study is to find factors affecting generation Y hybrid vehicle purchasing intention using internet advertising. The variable consists emotion, self-image, product information and purchasing intentions stated as independent variable for this study. The respondents were 150 generat...
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| Format: | Thesis |
| Language: | English |
| Published: |
2016
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| Subjects: | |
| Online Access: | http://eprints.utm.my/id/eprint/77937/1/EzamDaudMFM2016.pdf |
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| Summary: | The purpose of this study is to find factors affecting generation Y hybrid vehicle purchasing intention using internet advertising. The variable consists emotion, self-image, product information and purchasing intentions stated as independent variable for this study. The respondents were 150 generation Y in Johor Bahru and it represent generation Y population in Malaysia. Statistical technique such as descriptive analysis, t-test, ANOVA and inferential analysis, multiple regression were used in this study. Descriptive analysis showed no positive significant relationship in relation of purchasing intentions. However, inferential analysis found there is a strong significant relationship on among factor affecting generation Y hybrid vehicle purchasing intention using internet advertising. Research identified self-image as the strongest factor in affecting generation Y hybrid vehicle purchasing intention. Future study should look into other factors on the generation Y hybrid vehicle purchasing intention using internet advertising. |
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