Yeam, Chee Lock (2018) Consumer attitude towards mobile advertising and purchase intention. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)
![[img]](http://digitalcollection.utem.edu.my/style/images/fileicons/text.png) |
Text (24 Pages)
Consumer Attitude Towards Mobile Advertising And Purchase Intention.pdf - Submitted Version Download (299kB) |
|
Text (Full Text)
Consumer attitude towards mobile advertising and purchase intention.pdf - Submitted Version Restricted to Registered users only Download (951kB) |
Abstract
The research study aims to investigate the factors (i.e., informativenes, entertainment, irritation and personalization) influences consumer acceptance towards mobile advertising and purchases intention: A study of mobile advertising acceptance in few states in Malaysia. This is because the rate of smartphone penetration among Malaysia users is high. A total of 150 completed and usable set of questionnaires will be obtained from young adults which are smartphone users in few states in Malaysia. This study was a descriptive research study. This study used quantitative method and data collection method from primary data and secondary data. SPSS software is used to analyze questionnaire-based survey data. The result of the study indicated that entertainment was the most significant factor that able to influence the consumer acceptance towards mobile advertising and purchase intention.
| Item Type: | Final Year Project (Project Report) |
|---|---|
| Uncontrolled Keywords: | Consumers' preferences, Consumers - Decision making, Consumer behavior, Consumers - Attitudes |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce |
| Divisions: | Library > Final Year Project > FPTT |
| Depositing User: | Mohd Hannif Jamaludin |
| Date Deposited: | 01 Jul 2019 08:27 |
| Last Modified: | 06 Feb 2024 08:31 |
| URI: | http://digitalcollection.utem.edu.my/id/eprint/23196 |
Actions (login required)
 |
View Item |
Altmetric
Altmetric