Factor Of Consumers Attitude Toward Mobile Advertising
This study demonstrate the adaption of Theory of Reasoned Action (TRA), Technology Acceptance Model and Web Advertising Model to examine how technology-related factors and web advertising model influence Malaysian consumer's attitude toward mobile advertising and lead to consumer's purchas...
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| Format: | Thesis |
| Language: | English |
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2014
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| Online Access: | http://eprints.usm.my/44382/1/SEA%20SU%20YEE.pdf http://eprints.usm.my/44382/ |
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my.usm.eprints.44382 http://eprints.usm.my/44382/ Factor Of Consumers Attitude Toward Mobile Advertising Sea, Su Yee HF5001-6182 Business This study demonstrate the adaption of Theory of Reasoned Action (TRA), Technology Acceptance Model and Web Advertising Model to examine how technology-related factors and web advertising model influence Malaysian consumer's attitude toward mobile advertising and lead to consumer's purchase intention. A self-administered questionnaire was designed using establish scales. A survey on 124 respondents was conducted in Penang. Malaysia through email, restaurant and public university intercept methods. 2014 Thesis NonPeerReviewed application/pdf en http://eprints.usm.my/44382/1/SEA%20SU%20YEE.pdf Sea, Su Yee (2014) Factor Of Consumers Attitude Toward Mobile Advertising. Masters thesis, Universiti Sains Malaysia. |
| institution |
Universiti Sains Malaysia |
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Hamzah Sendut Library |
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| continent |
Asia |
| country |
Malaysia |
| content_provider |
Universiti Sains Malaysia |
| content_source |
USM Institutional Repository |
| url_provider |
http://eprints.usm.my/ |
| language |
English |
| topic |
HF5001-6182 Business |
| spellingShingle |
HF5001-6182 Business Sea, Su Yee Factor Of Consumers Attitude Toward Mobile Advertising |
| description |
This study demonstrate the adaption of Theory of Reasoned Action (TRA), Technology Acceptance Model and Web Advertising Model to examine how technology-related factors and web advertising model influence Malaysian consumer's attitude toward mobile advertising and lead to consumer's purchase intention. A self-administered questionnaire was designed using establish scales. A survey on 124 respondents was conducted in Penang. Malaysia through email, restaurant and public university intercept methods. |
| format |
Thesis |
| author |
Sea, Su Yee |
| author_facet |
Sea, Su Yee |
| author_sort |
Sea, Su Yee |
| title |
Factor Of Consumers Attitude Toward Mobile Advertising |
| title_short |
Factor Of Consumers Attitude Toward Mobile Advertising |
| title_full |
Factor Of Consumers Attitude Toward Mobile Advertising |
| title_fullStr |
Factor Of Consumers Attitude Toward Mobile Advertising |
| title_full_unstemmed |
Factor Of Consumers Attitude Toward Mobile Advertising |
| title_sort |
factor of consumers attitude toward mobile advertising |
| publishDate |
2014 |
| url |
http://eprints.usm.my/44382/1/SEA%20SU%20YEE.pdf http://eprints.usm.my/44382/ |
| _version_ |
1643710989624934400 |
| score |
13.209306 |