Factors that influence customer attitude toward online advertising

Mohd Rosli, Norsyahirah (2018) Factors that influence customer attitude toward online advertising. [Student Project]

Abstract

The study is aimed to discover the attitude consumer toward online advertisement. The research link the determinant that consumer toward online advertisements. The study is conducted to find out the factor that triggers the consumer to use online advertisement. The measuring items for the survey are reliable and valid as it value of Cronbach’s Alpha are bigger than 0.06 in values. Pearson Correlation, Multiple Linear Regression, ANOVA Test was conducted to find out the relationship of the variables as well as the hypothesis suggested and find the answers for all the research questions. The results showed that informational and hedonics are among the determinants for how the attitude consumer toward online advertisement. It also shows that there is a correlation between the dependent variable and independent variables.

Metadata

Item Type:	Student Project
Creators:	Creators Email / ID Num. Mohd Rosli, Norsyahirah 2015136939
Contributors:	Contribution Name Email / ID Num. Advisor Mohd Noor, Noor Hamiza UNSPECIFIED
Subjects:	H Social Sciences > HF Commerce > Marketing > Marketing research. Marketing research companies. Sales forecasting H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling H Social Sciences > HF Commerce > Advertising
Divisions:	Universiti Teknologi MARA, Melaka > Bandaraya Melaka Campus > Faculty of Business and Management
Programme:	Bachelor of Business Administration (Hons.) Marketing (BA240)
Keywords:	Customer attitude, Online advertising
Date:	2018
URI:	https://ir.uitm.edu.my/id/eprint/99240