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 10864
 Goldfarb, A. and C.E. Tucker, Privacy regulation and online advertising. Management science, 2011. 57(1): p. 57-71.
 Close, A.G. and M. Kukar-Kinney, Beyond buying: Motivations behind consumers' online shopping cart use. Journal of Business Research, 2010. 63(9): p. 986-992.
 Lee, N.R. and P. Kotler, Social marketing: Influencing behaviors for good. 2011: Sage.
 McCole, P., E. Ramsey, and J. Williams, Trust considerations on attitudes towards online purchasing: The moderating effect of privacy and security concerns. Journal of Business Research, 2010. 63(9): p. 1018-1024.
 Cheema, A. and P. Papatla, Relative importance of online versus offline information for Internet purchases: Product category and Internet experience effects. Journal of Business Research, 2010. 63(9): p. 979- 985.
 Donoso, P. and V.L. Crittenden, Strategic management in Latin America. Journal of Business Research, 2008. 61(6): p. 587-589.
 Whitelock, J. and F. Fastoso, Understanding international branding: defining the domain and reviewing the literature. International Marketing Review, 2007. 24(3): p. 252-270.
 Zentner, A., Internet Adoption and Advertising Expenditures on Traditional Media: An Empirical Analysis Using a Panel of Countries. Journal of Economics & Management Strategy, 2012. 21(4): p. 913-926.
 Azad, N. and M. Shamsabadi, An investigation on important factors influencing customer repurchase: A case study of Airline agencies. Management Science Letters, 2012. 2(3): p. 781-786.
 Kim, B. and I. Han, The role of utilitarian and hedonic values and their antecedents in a mobile data service environment. Expert Systems with Applications, 2011. 38(3): p. 2311-2318.
 Brocato, E.D., C.M. Voorhees, and J. Baker, Understanding the Influence of Cues from Other Customers in the Service Experience: A Scale Development and Validation. Journal of retailing, 2012. 88(3): p. 384-398.
 Laplante, A. and J.S. Downie, The utilitarian and hedonic outcomes of music information-seeking in everyday life. Library & Information Science Research, 2011. 33(3): p. 202-210.
 Overby, J.W. and E.-J. Lee, The effects of utilitarian and hedonic online shopping value on consumer preference and intentions. Journal of Business Research, 2006. 59(10): p. 1160-1166.
 Gallarza, M.G., I. Gil‐Saura, and M.B. Holbrook, The value of value: Further excursions on the meaning and role of customer value. Journal of Consumer Behaviour, 2011. 10(4): p. 179-191.
 Boksberger, P.E., T. Bieger, and C. Laesser, Multidimensional analysis of perceived risk in commercial air travel. Journal of Air Transport Management, 2007. 13(2): p. 90-96.
 Lu, Y., et al., A study on factors that affect users’ behavioral intention to transfer usage from the offline to the online channel. Computers in Human Behavior, 2011. 27(1): p. 355-364.
 Yang, S., et al., Mobile payment services adoption across time: An empirical study of the effects of behavioral beliefs, social influences, and personal traits. Computers in Human Behavior, 2012. 28(1): p. 129- 142.
 Claudy, M.C., C. Michelsen, and A. O’Driscoll, The diffusion of microgeneration technologies–assessing the influence of perceived product characteristics on home owners' willingness to pay. Energy Policy, 2011. 39(3): p. 1459-1469.
 Chrisman, J.J., J.H. Chua, and P. Sharma, Trends and directions in the development of a strategic management theory of the family firm. Entrepreneurship theory and practice, 2005. 29(5): p. 555-576.
 Keng, C.J. and T.H. Liao, Self‐confidence, anxiety, and post‐purchase dissonance: a panel study. Journal of Applied Social Psychology, 2013. 43(8): p. 1636-1647.
 Chiu, H.-C., et al., Relationship marketing and consumer switching behavior. Journal of Business Research, 2005. 58(12): p. 1681-1689.
 Chen, C.-F. and F.-S. Chen, Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism Management, 2010. 31(1): p. 29-35.
 Lee, K.-H. and D. Shin, Consumers’ responses to CSR activities: The linkage between increased awareness and purchase intention. Public Relations Review, 2010. 36(2): p. 193-195.
 Stranahan, H. and D. Kosiel, E-tail spending patterns and the importance of online store familiarity. Internet Research, 2007. 17(4): p. 421-434.
 Ullén, F., et al., Proneness for psychological flow in everyday life: Associations with personality and intelligence. Personality and Individual Differences, 2012. 52(2): p. 167-172.
 Parsons, A. and D. Conroy, Sensory stimuli and e‐tailers. Journal of Consumer Behaviour, 2006. 5(1): p. 69-81.
 To, P.-L., C. Liao, and T.-H. Lin, Shopping motivations on Internet: A study based on utilitarian and hedonic value. Technovation, 2007. 27(12): p. 774-787.
 Teo, T.S. and Y. Yu, Online buying behavior: a transaction cost economics perspective. Omega, 2005. 33(5): p. 451-465.
 Zahay, D. and A. Griffin, Customer Learning Processes, Strategy Selection, and Performance in Business‐to‐Business Service Firms*. Decision Sciences, 2004. 35(2): p. 169-203.
 Tasci, A.D., W.C. Gartner, and S.T. Cavusgil, Conceptualization and operationalization of destination image. Journal of hospitality & tourism research, 2007. 31(2): p. 194-223.
 Palmer, R., A. Lindgreen, and J. Vanhamme, Relationship marketing: schools of thought and future research directions. Marketing Intelligence & Planning, 2005. 23(3): p. 313-330.
 Bridges, E. and R. Florsheim, Hedonic and utilitarian shopping goals: the online experience. Journal of Business Research, 2008. 61(4): p. 309-314.
 Mollen, A. and H. Wilson, Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives. Journal of Business Research, 2010. 63(9): p. 919-925.
 Babin, B.J., et al., Modeling consumer satisfaction and word-of-mouth: restaurant patronage in Korea. Journal of Services Marketing, 2005. 19(3): p. 133-139.
 Grewal, D., A.L. Roggeveen, and M. Tsiros, The effect of compensation on repurchase intentions in service recovery. Journal of retailing, 2008. 84(4): p. 424-434.
 Yoon, D., S.M. Choi, and D. Sohn, Building customer relationships in an electronic age: The role of interactivity of E‐commerce Web sites. Psychology & Marketing, 2008. 25(7): p. 602-618.
 Bosnjak, M., M. Galesic, and T. Tuten, Personality determinants of online shopping: Explaining online purchase intentions using a hierarchical approach. Journal of Business Research, 2007. 60(6): p. 597-605.
 Taylor, D.G. and D. Strutton, Has e-marketing come of age? Modeling historical influences on post-adoption era internet consumer behaviors. Journal of Business Research, 2010. 63(9): p. 950-956.
 Wirtz, B.W., O. Schilke, and S. Ullrich, Strategic development of business models: implications of the Web 2.0 for creating value on the internet. Long range planning, 2010. 43(2): p. 272-290.
 Sekaran, U., & Bougie, R. (2010). Research Methods for Business - A Skill Building Approach (fifth ed.). New York: John Wiley & Sons.
 Pallant, J. (2010). SPSS survival manual: A step by step guide to data analysis using SPSS: Open University Press.