Determinants of attitudes towards web advertising: an evidence from Malaysia
The purpose of this study is to examine the factors which influence of the consumer’s Attitudes Towards Web Advertisement (ATWA). Drawing conceptual framework from Elaboration Likelihood Model (ELM), the influence of the six independent variables have been analyzed in this study, including informat...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Universitas Semarang
2019
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| Online Access: | https://repo.uum.edu.my/id/eprint/26195/1/JTM%2011%201A%202019%2081%2093.pdf |
| _version_ | 1825805428129267712 |
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| author | Rahimi, Nur Syuhada Mohamad, Bahtiar Alhaiou, Talhat Raza, Syed Hassan |
| author_facet | Rahimi, Nur Syuhada Mohamad, Bahtiar Alhaiou, Talhat Raza, Syed Hassan |
| author_sort | Rahimi, Nur Syuhada |
| collection | UUM |
| description | The purpose of this study is to examine the factors which influence of the consumer’s
Attitudes Towards Web Advertisement (ATWA). Drawing conceptual framework from Elaboration Likelihood Model (ELM), the influence of the six independent variables have been analyzed in this study, including informativeness, entertainment, credibility, economic value, interactivity, and materialism. The data has been obtained from 384 Honda users by using online questionnaires. Results of multiple regression analysis have revealed that all six factors influenced the attitude towards Honda web advertising. However, it has been revealed that the informativeness is a most important predictor of the ATWA. This study has shown that Elaboration Likelihood Model is interrelated with the determinants of consumer's attitudes towards Honda web advertisement and offered managerial implication. |
| first_indexed | 2024-07-04T06:32:09Z |
| format | Article |
| id | uum-26195 |
| institution | Universiti Utara Malaysia |
| language | English |
| last_indexed | 2024-07-04T06:32:09Z |
| publishDate | 2019 |
| publisher | Universitas Semarang |
| record_format | eprints |
| spelling | uum-261952019-07-10T08:22:34Z https://repo.uum.edu.my/id/eprint/26195/ Determinants of attitudes towards web advertising: an evidence from Malaysia Rahimi, Nur Syuhada Mohamad, Bahtiar Alhaiou, Talhat Raza, Syed Hassan PL Languages and literatures of Eastern Asia, Africa, Oceania The purpose of this study is to examine the factors which influence of the consumer’s Attitudes Towards Web Advertisement (ATWA). Drawing conceptual framework from Elaboration Likelihood Model (ELM), the influence of the six independent variables have been analyzed in this study, including informativeness, entertainment, credibility, economic value, interactivity, and materialism. The data has been obtained from 384 Honda users by using online questionnaires. Results of multiple regression analysis have revealed that all six factors influenced the attitude towards Honda web advertising. However, it has been revealed that the informativeness is a most important predictor of the ATWA. This study has shown that Elaboration Likelihood Model is interrelated with the determinants of consumer's attitudes towards Honda web advertisement and offered managerial implication. Universitas Semarang 2019 Article PeerReviewed application/pdf en cc4_by https://repo.uum.edu.my/id/eprint/26195/1/JTM%2011%201A%202019%2081%2093.pdf Rahimi, Nur Syuhada and Mohamad, Bahtiar and Alhaiou, Talhat and Raza, Syed Hassan (2019) Determinants of attitudes towards web advertising: an evidence from Malaysia. Jurnal The Messenger, 11 (1A). pp. 81-93. ISSN 2086-1559 http://doi.org/10.26623/themessenger.v11i1A.818 doi:10.26623/themessenger.v11i1A.818 doi:10.26623/themessenger.v11i1A.818 |
| spellingShingle | PL Languages and literatures of Eastern Asia, Africa, Oceania Rahimi, Nur Syuhada Mohamad, Bahtiar Alhaiou, Talhat Raza, Syed Hassan Determinants of attitudes towards web advertising: an evidence from Malaysia |
| title | Determinants of attitudes towards web advertising: an evidence from Malaysia |
| title_full | Determinants of attitudes towards web advertising: an evidence from Malaysia |
| title_fullStr | Determinants of attitudes towards web advertising: an evidence from Malaysia |
| title_full_unstemmed | Determinants of attitudes towards web advertising: an evidence from Malaysia |
| title_short | Determinants of attitudes towards web advertising: an evidence from Malaysia |
| title_sort | determinants of attitudes towards web advertising an evidence from malaysia |
| topic | PL Languages and literatures of Eastern Asia, Africa, Oceania |
| url | https://repo.uum.edu.my/id/eprint/26195/1/JTM%2011%201A%202019%2081%2093.pdf |
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