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IJSRP, Volume 7, Issue 10, October 2017 Edition [ISSN 2250-3153]



      Foong Chee Haur, Ali Khatibi, S.M.FerdousAzam

Abstract: The aim of this study is to assess the determinants of consumers’ perception towards online advertising in Malaysia. Present study has been developed the research model by reviewing the existing literatures in the area of factors influencing consumers’ perception towards online advertising. The data are subsequently analyzed to explain the relationships among the variables by employing statistical analysis namely descriptive and inferential statistics. Hence, the quantitative strategy is more appropriate since present study test the hypotheses developed rather than a building theory. To execute the current research, altogether 526 respondents have been selected as a final sample size. This research uses survey method in this study because my purpose of the study is to generalize the findings from the sample to population. The current study used Statistical Software Package for Social Sciences (SPSS) and AMOS Software Package to analyze the data. The results of this study provide evidence that increased consumer perception is associated with increased online advertising. There is a direct positive, significant relationship between consumer perception and online advertising of the respondents in the online advertising in Malaysia. It was also found that all sub dimensions of consumer perception positively and significantly affect to online advertising and its dimensions. The resilience was the strongest predictor of online advertising. Besides, the results indicated the significant positive relationships between consumer perception and consumer acceptance. On the other hand, a significant weak relationship was found between consumer acceptance and online advertising. However, the consumer satisfaction has not correlated significantly with online advertising of the respondents in the online advertising in Malaysia.

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Foong Chee Haur, Ali Khatibi, S.M.FerdousAzam (2017); The Determinants of Consumers’ Perception towards Online Advertising in Malaysia: A Measurement Model; Int J Sci Res Publ 7(10) (ISSN: 2250-3153). http://www.ijsrp.org/research-paper-1017.php?rp=P706842

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