文章基本信息

标题：The Predictors of Attitude towards Online Advertising
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作者：Adeline Kok Li-Ming ; Teoh Boon Wai ; Mazitah Hussin 等
期刊名称：International Journal of Applied Psychology
印刷版ISSN：2168-5010
电子版ISSN：2168-5029
出版年度：2013
卷号：3
期号：1
页码：7-12
DOI：10.5923/j.ijap.20130301.02
语种：English
出版社：Scientific & Academic Publishing Co.
摘要：With the significant increase of the number of Internet users in Malaysia to 17.5 million users in 2011, on-line advertisers need to understand the consumers’ attitude towards on-line advertising better. Thus, the main aim of this research paper is to study the predictors of consumers’ attitude toward online advertising. Respondents were chosen from students studying in private education institutions in Malaysia since past studies indicate that most of these online users are young consumers. Three constructs have been identified to predict consumers attitude toward online advertising which are usability, trust and information. The research approach adopted in this study is a survey method using purposive sampling. The data was collected through self-administered distribution and received 207 valid responses. The findings of this research reveal that all the three predictors which are usability, trust and information had positive significant influence on consumers’ attitude toward online advertising.
关键词：Online Advertising;Consumers Attitude;Predictors