Factors Determining Consumer’s Behavioural Intention to Purchase Mobile Content Services Advertising

Lee , Lean Hua (2015) Factors Determining Consumer’s Behavioural Intention to Purchase Mobile Content Services Advertising. Masters thesis, Universiti Sains Malaysia.

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Abstract

Kajian ini menyelidik sama ada informasi, hiburan, kerengsaan and kredibility kandungan akan menpengaruhi niat dan tingkah laku pengguna untuk membeli perkhidmatan kandungan mudah alih di Malaysia. This study investigates the influence of informativeness, entertainment, irritation and content credibility on consumers’ behavioural intention to purchase the mobile content services in Malaysia.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > HF5001-6182 Business
Divisions: Pusat Pengajian Siswazah Perniagaan (Graduate School of Business) > Thesis
Depositing User: Mr Firdaus Mohamad
Date Deposited: 23 Mar 2016 07:42
Last Modified: 17 May 2018 03:12
URI: http://eprints.usm.my/id/eprint/29996

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