Relationship of advertising attributes towards Gen Y attitude and behavioral intentions of Gen Y to adopt online advertising / Josephine Jelawat James Jimmy

This study was conducted to identify the relationship of advertising attributes towards Gen Y attitude and behavioral of Gen Y to adopt online advertising in UiTM Sarawak. Generation Y are “the first generation spending their entire lives in the globalization environment with rapid internet usage” as compare to older generation. The study aims to examine the relationship of advertising attributes towards Gen Y attitude to adopt online advertising and to determine the subsequent impacts of attitude and behavioral intention to advertising attributes among degree students in UiTM Sarawak. There are four characteristics been identified in advertising attributes that influencing the attitude and behavioral of generation Y to adopt online advertising which are in formativeness,
entertainment, irritation and credibility. This study adopts quantitative approach with collected samples of 250 respondents through direct questionnaires method. SPSS statistical tool was used to test the descriptive statistics. Result show that most of the result tends to go neutral but most relevant factor is goes to in formativeness. Implications, limitations and recommendations for future research are also discussed.