Factor Of Consumers Attitude Toward Mobile Advertising
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 purchas...
| المؤلف الرئيسي: | |
|---|---|
| التنسيق: | أطروحة |
| اللغة: | الإنجليزية |
| منشور في: |
2014
|
| الموضوعات: | |
| الوصول للمادة أونلاين: | http://eprints.usm.my/44382/ |
| Abstract | Abstract here |
| الملخص: | 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. |
|---|