Factors influencing consumers' attitude towards online advertising

Consumers’ attitude is the most important attribute that determines the success of any online advertisement. It is considered as one of the crucial influential indicators of advertising effectiveness which will subsequently influence consumers’ purchase behaviour. The purpose of this study is to inv...

Full description

Saved in:

Bibliographic Details
Main Author:	Tey, Hwa Jiun
Format:	Thesis
Language:	eng eng
Published:	2016
Subjects:	HF5801-6182 Advertising HF5415.33 Consumer Behavior.
Online Access:	https://etd.uum.edu.my/6413/1/s819764_01.pdf https://etd.uum.edu.my/6413/2/s819764_02.pdf
Tags:	Add Tag No Tags, Be the first to tag this record!

id	my-uum-etd.6413
record_format	uketd_dc
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Adam, Mohamad Zainol Abidin
topic	HF5801-6182 Advertising HF5415.33 Consumer Behavior.
spellingShingle	HF5801-6182 Advertising HF5415.33 Consumer Behavior. Tey, Hwa Jiun Factors influencing consumers' attitude towards online advertising
description	Consumers’ attitude is the most important attribute that determines the success of any online advertisement. It is considered as one of the crucial influential indicators of advertising effectiveness which will subsequently influence consumers’ purchase behaviour. The purpose of this study is to investigate the factors that influenced consumers’ attitude towards online advertising. A total number of 450 questionnaires were distributed to University Utara Malaysia (UUM) student. However, only 392 were usable for analysis. Correlation and regression analysis were used to analyse all data. The findings of this study indicated that consumers’ attitude is positively related to all the five independent variables (Brand name, Informative, Credible, Entertainment, and Interactivity). The results of the multiple regression analysis that was conducted showed that Informative is the strongest factor that influenced consumers’ attitude towards online advertising. Hence, advertisers and marketers should pay great attention on the factors that influenced consumers’ attitude towards online advertising so that effective online advertisement could be created that will reach the target audience and attract their attention.
format	Thesis
qualification_name	masters
qualification_level	Master's degree
author	Tey, Hwa Jiun
author_facet	Tey, Hwa Jiun
author_sort	Tey, Hwa Jiun
title	Factors influencing consumers' attitude towards online advertising
title_short	Factors influencing consumers' attitude towards online advertising
title_full	Factors influencing consumers' attitude towards online advertising
title_fullStr	Factors influencing consumers' attitude towards online advertising
title_full_unstemmed	Factors influencing consumers' attitude towards online advertising
title_sort	factors influencing consumers' attitude towards online advertising
granting_institution	Universiti Utara Malaysia
granting_department	Othman Yeop Abdullah Graduate School of Business
publishDate	2016
url	https://etd.uum.edu.my/6413/1/s819764_01.pdf https://etd.uum.edu.my/6413/2/s819764_02.pdf
_version_	1776103687694843904
spelling	my-uum-etd.64132023-03-09T03:38:56Z Factors influencing consumers' attitude towards online advertising 2016 Tey, Hwa Jiun Adam, Mohamad Zainol Abidin Othman Yeop Abdullah Graduate School of Business Othman Yeop Abdullah Graduate School of Business HF5801-6182 Advertising HF5415.33 Consumer Behavior. Consumers’ attitude is the most important attribute that determines the success of any online advertisement. It is considered as one of the crucial influential indicators of advertising effectiveness which will subsequently influence consumers’ purchase behaviour. The purpose of this study is to investigate the factors that influenced consumers’ attitude towards online advertising. A total number of 450 questionnaires were distributed to University Utara Malaysia (UUM) student. However, only 392 were usable for analysis. Correlation and regression analysis were used to analyse all data. The findings of this study indicated that consumers’ attitude is positively related to all the five independent variables (Brand name, Informative, Credible, Entertainment, and Interactivity). The results of the multiple regression analysis that was conducted showed that Informative is the strongest factor that influenced consumers’ attitude towards online advertising. Hence, advertisers and marketers should pay great attention on the factors that influenced consumers’ attitude towards online advertising so that effective online advertisement could be created that will reach the target audience and attract their attention. 2016 Thesis https://etd.uum.edu.my/6413/ https://etd.uum.edu.my/6413/1/s819764_01.pdf text eng public https://etd.uum.edu.my/6413/2/s819764_02.pdf text eng public masters masters Universiti Utara Malaysia Aaker, D.A. & Satyam, D.M. (1990). Measuring audience perception of commercials and relating them to ad impact. Journal of Advertising Research, 30(4), 7-17. Aaker, J.L. (1997) Dimensions of Brand Personality, Journal of Marketing Research,34(3): 347-356. Aaker, D. A. (1991). Managing Brand Equity. New York: Macmillan, Free Press Aaker, J.L. (1997) Dimensions of Brand Personality, Journal of Marketing Research, 34(3): 347-356. Adler, R. B., & Rodman, G. (2000). Understanding human communication (7th ed.). Ft Worth, TX: Harcourt College Publishers Alden, D., Mukherjee, A., & Hoyer, W. D. (2000). The effects of incongruity, surprise and positive moderators on perceived humour in television advertising. Journal of Advertising, 29(2), 1-15. Aronson, Brad, and Robbin Zeff. Advertising on the Internet. John Wiley & Sons, 1999. Aziz, N. A., Yasin, N. M., & Kadir, B. S. L. S. A. (2008). Web Advertising Beliefs and Attitude: Internet Users’ View. The Business Review, Cambridge, 9(2), 332-339. Batra, R., & Ahtola, O. T. (1990). Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing Letters, 2(2), 159-170. Bauer, R. A., & Greyser, S. A. (1968). Advertising in America, The Consumer View. Berrington de Gonzalez, A., Hartge, P, Cerhan, J. R, Flint, A. J, Hannan, L, MacInnis, R. J & Beeson, W. L. (2010). Body-mass index and mortality among 1.46 million white adults. New England Journal of Medicine, 363(23), 2211-2219. Belch, G. E. & Belch, M. A. (2011). Advertising and Promotion: An Integrated Marketing Communications Perspective (9th ed.). New York: McGraw Hill Higher Education Brackett, L. K., & Carr, B. N. (2001). Cyberspace Advertising vs. Other Media: Consumer vs. Mature Student Attitudes. Journal of Advertising Research, 41(5), 23-32. Brettel, M., & Spilker-Attig, A. (2010). Online Advertising Effectiveness: A Cross-Cultural Comparison. Journal of Research in Interactive Marketing, 4(3), 176-196. Briggs, R., & Hollis, N. (1997). Advertising on the Web: Is There Response Before Click-Through? Journal of Advertising Research, 37(2), 33-46. Carroll, A, Barnes, S. J, Scornavacca, E, & Fletcher, K. (2007). Consumer Perceptions and Attitudes Towards SMS Advertising: Recent Evidence From New Zealand. International Journal of Advertising, 26(1), 79-98. Campbell, C. (1987). The romantic ethic and the spirit of modern consumerism. Bsil Blackwell: Oxford Chen. Q., & Wells, W.D. (1999). Attitude towards the site. Journal of Advertising Research 39(5), 27-37. Cho, C. 2003. Factors Influencing Clicking of Banner Ads on the WWW.CyberPsychology & Behavior, 6(2): 201-215 Craig, S. C., and McCann, J. M.: Assessing Communication Effects of Examining Whether the Effects Hold Under More Typical Condi- Energy Conservation. Journal of Consumer Research 5 (September tions such as those found in most consumers’ homes would 1978): 82–88 Drèze, X., & Hussherr, F. X. (2003). Internet Advertising: Is Aaybody Watching? Drossos, D., & Giaglis, G. M. (2006, June). Mobile Advertising Effectiveness: An Exploratory Study. In 2006 International Conference on Mobile Business (pp. 2-2). Ducoffe, R. H. (1995). How Consumers Assess the Value of Advertising. Journal of Current Issues and Research in Advertising, 17(1), 1-18. Ducoffe, R. H. (1996). Advertising Value and Advertising On The Web. Journal of Advertising Research, 9, 21-35. Evans, D. S. (2009). The Online Advertising Industry: Economics, Evolution, and Privacy. The journal of economic perspectives, 23(3), 37-60. Fernandez, K. V., & Rosen, D. L (2000). The Effectiveness of Information And Color In Yellow Pages Advertising. Journal of Advertising, 29(2), 61-73. Francis, L. (1994). Laughter, The Best Mediation: Humor as Emotional Management in Interaction. Symbolic Interaction, 17(2), 147-163. Fishbein, M. (1967) Readings in attitude theory and measurement. New York: John Wiley. Gayatri, S. A. (2008). "Advertising Appeals in Magazine: A Framing Study". Master's Theses. Paper 3536. Goldsmith, R. E. & Lafferty, B. A. (2002). Consumer Response to Websites & Their Influence on Advertising Effectiveness. Journal of Electronic Networking Application and Policy, 12(4), 318-328. Griffin, G. (2006). Charge Your Advertising with Excitement. Instant and Small Commercial Printer, 25(5), 6-9. Ha, L., & James, E. L. (1998). Interactivity Re-Examined: A Baseline Analysis of Early Business Web Sites. Journal of Broadcasting & Electronic Media, 42(4), 457-474. Hair, J. F., Bush, R. P., & Ortinau, D. J. (2009). Marketing Research in a Digital Environment. Hadija, Z. (2008). Perceptions of Advertising in Online Social Networks: In-Depth Interviews. Hashim, A., Ghani, E. K., & Said, J. (2009). An Examination Using Fishbein’s Theory. Does Consumers’ Demographic Profile Influence Online Shopping?, 19-31. Hoffman, D. L., & Novak, T. P. (1996). Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations. The Journal of Marketing, 50-68. Ho-Dac, N. N., Carson, S. J., & Moore, W. L. (2013). The Effects of Positive and Negative Online Customer Reviews: Do Brand Strength and Category Maturity Matter? Journal of Marketing, 77(6), 37-53. Jerome, T., Shan, L. W., & Khong, K. W. (2010). Online Advertising: A Study on Malaysian Consumers. SSRN Electronic Journal, 5(2), 111–135. http://doi.org/10.2139/ssrn.1644802 Kaasinen, E. (2003). User Needs for Location-Aware Mobile Services. Personal and Ubiquitous Computing, 7, 70-79. Karson, E. J., McCloy, S. D., & Bonner, P. G. (2006). An Examination of Consumers' Attitudes and Beliefs Towards Web Site Advertising. Journal of Current Issues & Research in Advertising, 28(2), 77-91. Kelman, H.C. and Hovland, C.I. (1953), “‘Reinstatement’ of the Communicator In Delayed Measurement of Opinion Change”, Journal of Abnormal and Social Psychology, Vol. 48 No. 3, pp. 327-335. Korgaonkar, P., and Wolin, L. A. Multivariate Analysis of Web Usage. Journal of Advertising Research, 39, 2 (1999), 53–68. Kolter, P. (2000). Marketing Management. Englewood Cliffs, NJ: Prentice Hall. Kotler, & Keller. (2006). Marketing Management 12th Edition. New Delhi: Prentice Hall. Korgaonkar, P., Silverblatt, R., & O'Leary, B. (2001). Web Advertising and Hispanics. Journal of Consumer Marketing, 18(2), 134-152. Kwek, C. L., Tan, H. P., & Lau, T. C. (2010). The Determinants of Consumers’ Attitude Towards Advertising. Canadian Social Science, 6, 114-126. Lazarevic, V., & Petrovic-Lazarevic, S. (2007). Increasing Brand Loyalty of Generation Y for Future Marketers. Lee, J. S., & Back, K. J. (2008). Attendee-Based Brand Equity. Tourism Management, 29(2), 331-344. Lee, Y. H., & Lim, E. A. C. (2008). What’s Funny and What’s Not: The Moderating Role of Cultural Orientation In Ad Humour. Journal of Advertising, 37(2), 71-84. Lim, Y., & Lau, T. (2011). The Effectiveness of Online Advertising In Purchase Decision: Liking, Recall and Click. Lohr, S. (2009). Sampling: Design and Analysis. Nelson Education. Malaysian Communications and Multimedia Commission. (2009). Advertising Development in Malaysia. Retrieved April 12, 2014, from http://www.skmm.gov.my/skmmgovmy/files/attachments/Ad_Dev_Malaysia.pdf MacKenzie, S. B., & Lutz, R. J. (1989). An Empirical Examination of The Structural Antecedents of Attitude Towards The Ad In An Advertising Pretesting Context. The Journal of Marketing, 48-65. McCoy, S., Everard, A., Polak, P., & Galletta, D. F. (2007). The Effects of Online Advertising. Communications of the ACM, 50(3), 84-88. Mcmahan, C., Hovland, R., & Mcmillan, S. (2009). Online Marketing Communications: Exploring Online Consumer Behavior by Examining Gender Differences And Interactivity Within Internet Advertising. Journal of Interactive Advertising, 10(1), 61–76. Mehta, A. (2000). Advertising Attitudes and Advertising Effectiveness. Journal of Advertising Research, 40(3), 67-72. Melody (2013). Consumer Perceived Advertising Value and Attitude. Retrieved from http://www.melody.syr.eduhcipre_icis02_wkspsub114. pdf. Morvarid Haghighi Javid, Abolfazl Tajzadeh Namin (Ph.D), Mahmoud Noorai (Ph.D), Prioritization of Factors Affecting Consumers’ Attitudes towards Mobile Advertising, Journal of Basic and Applied Scientific Research, 2(9)9293-9300, 2012. Ng Ka Po. (2006), “Factors Affecting Attitude towards Web Advertising”, Baptist University, Hong Kong Nazeer, A., Raja, Y. M., Ibne, S., Jaffari, a L. I., & Shahzad, A. (2013). Factors Affecting Attitude Towards Web Advertising – A Scenario of University Student In Pakistan, 2(2), 1–21. Pallant, J. (2005). SPSS survival guide. Crow's Nest, NSW: Allen & Unwin. Piyachat, L., Pramote, S., & Yousapronpaiboon, K. (2014). A Study of Demographics Influencing on Consumer Behavior and Attitude towards Brand Equity of Optical Business in Thailand, 347-350. Rawal, Priyanka. (2013). AIDA Marketing Communication Model: Stimulating a Purchase Decision In The Minds Of The Consumers Through A Linear Progression Of Steps. Irc’s International Journal of Multidisciplinary Research In Social & Management Sciences, 1(1), 2320 – 8236. Ramaprasad, J. & Thurwanger, M. L. (1998). South Asian Students Attitudes Towards And Beliefs About Advertising: Measuring Across Cultures. Paper presented at the AEJMC Annual Conference on International Communication Division, Baltimore, MD Rotem,A. (2009). Get the Commitment from Young Adults to Maintain the Change in Their Food Consumption Behavior by Using The Marketing Power of Facebook (MSc in marketing). Aarhus University,Denmark. Rowley, J. (2010). Remodelling Marketing Communications in An Internet Environment. Internet Research, 11(3), 203–212. http://doi.org/10.1108/10662240110397017 Rubin, A. M. (2002). The Use-And-Gratifications Perspective of Media Effects. In Bryant, J., & Zillmann, D. (Eds), Media Effects: Advances in theory and research (pp. 525-548). Mahwah, NJ: Lawrence Erlbaum. Santos, E. A., & Keller, R. (1993). Regulation of Circulating Levels of The Crustacean Hyperglycemic Hormone: evidence for a dual feedback control system. Journal of Comparative Physiology B, 163(5), 374-379. Sekaran, U., & Bougie, R. (2010). Research Method for Business, A Skill Building Approach. John Wiley & Sons Inc. Schiffman, L. G., & Kanuk, L. L. (2000). Consumer Behavior, 7th. NY: Prentice Hall. Scott, C., Klein, D. M., & Bryant, J. (1990). Consumer Response to Humor In Advertising: A Series Of Field Studies Using Behavioral Observation. Journal of Consumer Research, 16, 498-501. Shavitt, S., Lowrey, P., & Haefner, J. (1998). Public Attitudes Towards Advertising: More Favorable Than You Might Think. Journal of advertising research, 38(4), 7-22. Siau, K., & Shen, Z. (2003). Building Customer Trusts in E-Mail Commerce. Communications of the ACM, 46(4), 91-94. Steuer, J. (1992). Defining Virtual Reality: Dimensions Determining Telepresence. Journal of Communication, 42 (4), 73-93. Solomon, S. (1999). Stratospheric Ozone Depletion: A Review of Concepts and History. Reviews of Geophysics, 37(3), 275-316. Sukpanich, N., & Chen, L. D. (1999). Antecedents of Desirable Consumer Behaviours In Electronic Commerce. AMCIS 1999 Proceedings, 190. WANG, Y., SUN, S., LEI, W., & Toncar, M. (2009). Examining Beliefs and Attitudes Towards Online Advertising Among Chinese Consumer. Journal of International Direct Marketing, 3(1), 52-66. Yaakop, A., & Hemsley-Brown, J. (2011). Attitudes Towards Advertising: Does Traditional Media Still Have Its Place in The Future? 1st International Conference on Accounting, Business and Economics (ICABEC2011) Proceedings, October 2011. Yaakop, A., Anuar, M. M., & Omar, K. (2013). Like It or Not: Issue of Credibility in Facebook Advertising, 154-163. Yuanxin, M., & Noichangkid, P. (2011). Bored with Ads? A Study Investigating Attitude towards Social Media Advertising. Zhang, H., Vakil, V., Braunstein, M., Smith, E. L., Maroney, J., Chen, L., & Norin, A. J. (2005). Circulating Endothelial Progenitor Cells In Multiple Myeloma: Implications and Significance. Blood, 105(8), 3286-3294. Zikmund, W.f., Babin, B.J, Carr, J,C., and Griffin, M. (2010). Business Research Methods (8nd ed). South-Western: Cengage Learning

Factors influencing consumers' attitude towards online advertising

Similar Items