Exploring Consumers Attitude towards Web Advertising and its Influence on Web Ad Usage in Malaysia

Norzalita Abd Aziz, Ahmad Azmi M.Ariffin

Abstract


The digital age has already made significant changes to each of the elements of the promotion mix. Companies increasingly see the Internet as an important medium through which advertising messages can be directed towards consumers. In the 21st century, consumers have more control over advertising exposure with web advertising because they can select how much commercial content they wish to view. However, very little is known of consumer beliefs about Web advertising, attitudes toward Web advertising or Web advertising associated with consumer behaviour in Malaysia. By adopting and applying Korgaonkar, Silverbatt and O’Leary’s measurements, this paper explores Web users’ beliefs, attitudes and use of Web advertising. The descriptive statistics, cross tabulation, factor analysis results as well as regression analysis and its implications on the findings are discussed.

ABSTRAK

Zaman digital telahpun menghasilkan perubahan yang signifikan ke atas setiap satu elemen campuran promosi. Syarikat telah mula melihat Internet sebagai satu medium yang penting untuk menyampaikan mesej periklanan kepada para pengguna. Dalam kurun yang ke-21 ini, pengguna mempunyai kawalan yang lebih ke atas pendedahan periklanan melalui laman sesawang kerana mereka boleh memilih kandungan komersil yang mereka inginkan. Bagaimanapun, sehingga kini terlalu sedikit yang telah diketahui berhubung dengan aspek kepercayaan pengguna kepada periklanan melalui medium internet, sikap terhadap periklanan laman sesawang dan perkaitan antara periklanan laman sesawang dengan kelakuan pengguna di Malaysia. Dengan menggunakan pengukuran oleh Korgaonkar, Silverbatt and O’Leary, artikel ini meneroka faktor kepercayaan, sikap dan pengunaan periklanan laman sesawang. Penemuan daripada analisis diskriptif, tabulasi silang, analisis faktor dan analisis regresi dan implikasinya juga dibincangkan.


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