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” a...
Saved in:
Main Author: | |
---|---|
Format: | Student Project |
Language: | English |
Published: |
2015
|
Subjects: | |
Online Access: | http://ir.uitm.edu.my/id/eprint/43073/1/43073.pdf http://ir.uitm.edu.my/id/eprint/43073/ |
Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
id |
my.uitm.ir.43073 |
---|---|
record_format |
eprints |
spelling |
my.uitm.ir.430732021-03-11T02:59:37Z http://ir.uitm.edu.my/id/eprint/43073/ Relationship of advertising attributes towards Gen Y attitude and behavioral intentions of Gen Y to adopt online advertising / Josephine Jelawat James Jimmy James Jimmy, Josephine Jelawat Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling Consumer satisfaction Computer security. Security measures. Data recovery. Disaster recovery 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. 2015-06 Student Project NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/43073/1/43073.pdf James Jimmy, Josephine Jelawat (2015) Relationship of advertising attributes towards Gen Y attitude and behavioral intentions of Gen Y to adopt online advertising / Josephine Jelawat James Jimmy. [Student Project] (Unpublished) |
institution |
Universiti Teknologi Mara |
building |
Tun Abdul Razak Library |
collection |
Institutional Repository |
continent |
Asia |
country |
Malaysia |
content_provider |
Universiti Teknologi Mara |
content_source |
UiTM Institutional Repository |
url_provider |
http://ir.uitm.edu.my/ |
language |
English |
topic |
Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling Consumer satisfaction Computer security. Security measures. Data recovery. Disaster recovery |
spellingShingle |
Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling Consumer satisfaction Computer security. Security measures. Data recovery. Disaster recovery James Jimmy, Josephine Jelawat Relationship of advertising attributes towards Gen Y attitude and behavioral intentions of Gen Y to adopt online advertising / Josephine Jelawat James Jimmy |
description |
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. |
format |
Student Project |
author |
James Jimmy, Josephine Jelawat |
author_facet |
James Jimmy, Josephine Jelawat |
author_sort |
James Jimmy, Josephine Jelawat |
title |
Relationship of advertising attributes towards Gen Y attitude and behavioral intentions of Gen Y to adopt online advertising / Josephine Jelawat James Jimmy |
title_short |
Relationship of advertising attributes towards Gen Y attitude and behavioral intentions of Gen Y to adopt online advertising / Josephine Jelawat James Jimmy |
title_full |
Relationship of advertising attributes towards Gen Y attitude and behavioral intentions of Gen Y to adopt online advertising / Josephine Jelawat James Jimmy |
title_fullStr |
Relationship of advertising attributes towards Gen Y attitude and behavioral intentions of Gen Y to adopt online advertising / Josephine Jelawat James Jimmy |
title_full_unstemmed |
Relationship of advertising attributes towards Gen Y attitude and behavioral intentions of Gen Y to adopt online advertising / Josephine Jelawat James Jimmy |
title_sort |
relationship of advertising attributes towards gen y attitude and behavioral intentions of gen y to adopt online advertising / josephine jelawat james jimmy |
publishDate |
2015 |
url |
http://ir.uitm.edu.my/id/eprint/43073/1/43073.pdf http://ir.uitm.edu.my/id/eprint/43073/ |
_version_ |
1695534644164820992 |
score |
13.159267 |