Factor Of Consumers Attitude Toward Mobile Advertising

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dc.contributor.authorSea, Su Yee
dc.date.accessioned2019-05-17T02:30:19Z
dc.date.available2019-05-17T02:30:19Z
dc.date.issued2014
dc.description.abstractThis study demonstrate the adaption of Theory of Reasoned Action (TRA), Technology Acceptance Model and Web Advertising Model to examine how technology-related factors and web advertising model influence Malaysian consumer's attitude toward mobile advertising and lead to consumer's purchase intention. A self-administered questionnaire was designed using establish scales. A survey on 124 respondents was conducted in Penang. Malaysia through email, restaurant and public university intercept methods. Statistical Package for the Social Sciences (SPSS) and Partial Least Square (PLS) were use to analyse the data. Credibility is the strongest factor influence consumer's attitude toward mobile advertising, followed by irritation and entertainment . Perceived ease of use on mobile devices and informativeness do not influence consumer's attitude toward mobile advertising. The findings are limited to Malaysian Chinese consumer's which cannot generalize across the whole Malaysia.en_US
dc.identifier.urihttp://hdl.handle.net/123456789/8219
dc.language.isoenen_US
dc.publisherUniversiti Sains Malaysiaen_US
dc.subjectFactor of consumers attitudeen_US
dc.subjecttoward mobile advertisingen_US
dc.titleFactor Of Consumers Attitude Toward Mobile Advertisingen_US
dc.typeThesisen_US
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