Factors Determining Consumer’s Behavioural Intention to Purchase Mobile Content Services Advertising
| dc.contributor.author | Lee, Lean Hua | |
| dc.date.accessioned | 2016-09-20T01:19:20Z | |
| dc.date.available | 2016-09-20T01:19:20Z | |
| dc.date.issued | 2015 | |
| dc.description.abstract | This study investigates the influence of informativeness, entertainment, irritation and content credibility on consumers’ behavioural intention to purchase the mobile content services in Malaysia. The Cognitive-Affect-Behaviour (CAB) theory was the underlying theory in this study. Out of 274 data from survey questionnaires analysed using Partial Least Square (PLS) and Statistical Package for Social Science (SPSS), the findings showed that Informativeness, Entertainment and content credibility were positively influence the consumers’ attitudes towards mobile content services advertising and their behavioural intention to purchase the mobile content service. Additionally, consumers’ attitudes towards mobile content advertising was found to be mediator for the relationship between informativeness-intention, entertainment-intention and content credibility-intention to purchase the mobile content services. Irritation attributes was found to have no influence on consumers’ attitudes towards mobile content services and on consumers’ behavioural intention to purchase the mobile content services. Consumers’ attitudes towards mobile content services was not the mediator for irritation. The findings of this study imply that advertisers and advertising agencies need to apply correct advertising techniques to promote their mobile content services in the market. | en_US |
| dc.identifier.uri | http://hdl.handle.net/123456789/2538 | |
| dc.subject | Determining Consumer’s Behavioural | en_US |
| dc.subject | Purchase Mobile Content Services Advertising | en_US |
| dc.title | Factors Determining Consumer’s Behavioural Intention to Purchase Mobile Content Services Advertising | en_US |
| dc.type | Thesis | en_US |
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