Influencing factors of online advertising towards consumer purchase intention
| dc.contributor.author | Hongyan, Ren | |
| dc.date.accessioned | 2015-05-12T04:54:13Z | |
| dc.date.available | 2015-05-12T04:54:13Z | |
| dc.date.issued | 2009 | |
| dc.description.abstract | Nowadays, with the rapid growth and increasing accessibility of the Internet, computer and communication technologies play an important role in current business advertisement environment, which have changed the traditional ways of advertising. Many companies are aware of this tendency and widely using online advertising as a communication tool to enhance the market strategy and build strong brand image to attract potential consumers and improve their overall mar!cet performance. The present study attempts to explore the relationship between the personal beliefs, namely product information, social image, enjoyment and falsity (no sense) 'and purchase intention, whilest attitude towards online advertising is included as a mediator. Finding from this study could help companies enhance the effectiveness of online advertising implementation as part of market communication strategy. A survey has been carried out in Beijing, China and a total of 207 completed questionnaires are collected for further analysis. The results indicate that the personal beliefs of product information, social image and enjoyment are positively and significantly related to purchase intention and attitude towards online advertising. Falsity (no sense) shows significant but not negatively related to purchase intention and attitude. Besides, attitude towards online advertising has a mediating effect between personal beliefs and purchase intention. These findings would be helpful for advertisers on how to effectively utilize online advertising as their market communication. | en_US |
| dc.identifier.uri | http://hdl.handle.net/123456789/631 | |
| dc.language.iso | en | en_US |
| dc.title | Influencing factors of online advertising towards consumer purchase intention | en_US |
| dc.type | Thesis | en_US |
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