Online Advertising: A Study of Malaysian Consumers

Khong Kok Wei ； Theresa Jerome ； Leong Wai Shan

《International Journal of Business and Information》 5卷2期 (2010/12) Pp. 111-134

https://doi.org/10.6702/ijbi.2010.5.2.2

並列摘要

Online advertising is a new platform for marketers to create awareness and increase brand equity. The aim of this paper is to examine the impact of online advertising features on purchase intentions. Three features of online advertising are discussed and examined-Multimedia, Pictures, and Content-based on an empirical study involving a survey of 150 sample size. The dataset underwent a statistical analysis; i.e., structural equation modeling (SEM). Findings reveal that features of online advertising do generate positive influence on purchase intentions. Results further reveal that the Pictures feature generates the highest possibility of consumers' purchase intentions. Marketers will find these results useful as they can be used to maximize the impact of advertising efforts to generate purchase intentions.

並列關鍵字

online advertising ； features of online advertising ； purchase intention ； structural equation modeling

參考文獻

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