Factor Of Consumers Attitude Toward Mobile Advertising

Sea, Su Yee (2014) Factor Of Consumers Attitude Toward Mobile Advertising. Masters thesis, Universiti Sains Malaysia.

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Abstract

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.

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:	ASM Ab Shukor Mustapa
Date Deposited:	23 May 2019 01:05
Last Modified:	23 May 2019 01:05
URI:	http://eprints.usm.my/id/eprint/44382

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