The Impact of Online Advertising on Consumer Purchase Behavior Based on Malaysian Organizations
Abstract:The paper aims to evaluate the effect of online advertising on consumer purchase behavior in Malaysian organizations. The paper has potential to extend and refine theory. A survey was distributed among Students of UTM university during the winter 2014 and 160 responses were collected. Regression analysis was used to test the hypothesized relationships of the model. Result shows that the predictors (cost saving factor, convenience factor and customized product or services) have positive impact on intention to continue seeking online advertising.
Keywords: self-confidence, customization, flow theory, consumer purchase, convenience, cost saving, online advertising ads, online advertising mechanism, willingness to purchase, customized product, mass communication, online advertising measurement, online intelligence system
Digital Object Identifier (DOI): doi.org/10.5281/zenodo.1109219Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 9653
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