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...
| Main Author: | |
|---|---|
| Format: | Thesis |
| Language: | English |
| Published: |
2014
|
| Subjects: | |
| Online Access: | http://eprints.usm.my/44382/1/SEA%20SU%20YEE.pdf |
| _version_ | 1825834956708904960 |
|---|---|
| author | Sea, Su Yee |
| author_facet | Sea, Su Yee |
| author_sort | Sea, Su Yee |
| collection | USM |
| 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. |
| first_indexed | 2024-03-06T15:30:29Z |
| format | Thesis |
| id | usm.eprints-44382 |
| institution | Universiti Sains Malaysia |
| language | English |
| last_indexed | 2024-03-06T15:30:29Z |
| publishDate | 2014 |
| record_format | dspace |
| spelling | usm.eprints-443822019-05-23T01:05:31Z 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. |
| spellingShingle | HF5001-6182 Business Sea, Su Yee Factor Of Consumers Attitude Toward Mobile Advertising |
| title | 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_short | Factor Of Consumers Attitude Toward Mobile Advertising |
| title_sort | factor of consumers attitude toward mobile advertising |
| topic | HF5001-6182 Business |
| url | http://eprints.usm.my/44382/1/SEA%20SU%20YEE.pdf |
| work_keys_str_mv | AT seasuyee factorofconsumersattitudetowardmobileadvertising |