Factor affecting online purchase behavior

• Main Authors: Hasan, Hamisah, A. Rahim, Samsudin
• Format: Article
• Language: English
• Published: School of Media and Communication Studies, Faculty of Social Sciences and Humanities, Universiti Kebangsaan Malaysia 2008
• Online Access: http://psasir.upm.edu.my/id/eprint/35015/1/Factor%20affecting%20online%20purchase%20behavior.pdf; http://psasir.upm.edu.my/id/eprint/35015/; http://www.ukm.my/jkom/journal/volumes/volume24-2008.html

The study examined the relationship between consumer personality and cultural dimensions to that of purchasing behavior through cyber advertising. Krugman’s Low Involvement theory and Hofstede’s Cultural Dimensions were incorporated in the study. A survey was conducted in the Subang Jaya, Puchong an...