Factors influencing consumers' attitude towards online advertising

• Main Author: Tey, Hwa Jiun
• Format: Thesis
• Language: English; English
• Published: 2016
• Subjects: HF5801-6182 Advertising; HF5415.33 Consumer Behavior.
• Online Access: https://etd.uum.edu.my/6413/1/s819764_01.pdf; https://etd.uum.edu.my/6413/2/s819764_02.pdf; https://etd.uum.edu.my/6413/

Consumers’ attitude is the most important attribute that determines the success of any online advertisement. It is considered as one of the crucial influential indicators of advertising effectiveness which will subsequently influence consumers’ purchase behaviour. The purpose of this study is to investigate the factors that influenced consumers’ attitude towards online advertising. A total number of 450 questionnaires were distributed to University Utara Malaysia (UUM) student. However, only 392 were usable for analysis. Correlation and regression analysis were used to analyse all data. The findings of this study indicated that consumers’ attitude is positively related to all the five independent variables (Brand name, Informative, Credible, Entertainment, and Interactivity). The results of the multiple regression analysis that was conducted showed that Informative is the strongest factor that influenced consumers’ attitude towards online advertising. Hence, advertisers and marketers should pay great attention on the factors that influenced consumers’ attitude towards online advertising so that effective online advertisement could be created that will reach the target audience and attract their attention.