Exploring Consumers Attitude towards Web Advertising and its Influence on Web Ad Usage in Malaysia
Meneroka Sikap Pengguna terhadap Periklanan Laman Sesawang dan Pengaruhnya ke atas Penggunaan Iklan di Malaysia

Graduate School of Business
Universiti Kebangsaan Malaysia
43600 UKM Bangi
Malaysia

eita@ukm.my


Abstract

The digital age has already made significant changes to each of the elements of the promotion mix. Companies increasingly see the Internet as an important medium through which advertising messages can be directed towards consumers. In the 21st century, consumers have more control over advertising exposure with web advertising because they can select how much commercial content they wish to view. However, very little is known of consumer beliefs about Web advertising, attitudes toward Web advertising or Web advertising associated with consumer behaviour in Malaysia. By adopting and applying Korgaonkar, Silverbatt and O’Leary’s measurements, this paper explores Web users’ beliefs, attitudes and use of Web advertising. The descriptive statistics, cross tabulation, factor analysis results as well as regression analysis and its implications on the findings are discussed.

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Citation

Abd Aziz, N., & Mohd Ariffin, A. A. (2010). Exploring Consumers Attitude towards Web Advertising and its Influence on Web Ad Usage in Malaysia. Jurnal Pengurusan, 31, 55–63.

@article{abdaziz2010exploring,
  title={Exploring Consumers Attitude towards Web Advertising and its Influence on Web Ad Usage in Malaysia},
  author={Abd Aziz, Norzalita and Mohd Ariffin, Ahmad Azmi},
  journal={Jurnal Pengurusan},
 

volume={31},
  number={},
  pages={55—63},
  year={2010},
  doi={},
  publisher={Penerbit UKM},
}

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31 (2010) 55 – 63

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