Response to Internet Advertising Among Malaysian Young Consumers

Yet-Mee Lim, Ching-Seng Yap Ching-Seng Yap, Teck-Chai Lau

Abstract


This study examines how young consumers perceive the Internet as an advertising medium. It explores their Internet usage, attitudes toward Internet advertising, beliefs about Internet advertising, Internet advertising effectiveness, online purchasing patterns, and their preference between Internet and traditional advertising. Research findings show that the young consumers are moderate users of the Internet and that they have a positive attitude and overall liking of Internet advertising. They are able to recall about half of the brand names seen on the Internet. However, at least half of them still prefer traditional advertising media and their propensity to buy online is very low. The present study has also examined the differences between male and female consumers in terms of their attitudes toward online advertising. Key words: Internet advertising; online purchase patterns; young consumers; MalaysiaRésumé: Cette étude examine comment les jeunes consommateurs perçoivent l'Internet en tant qu'un support publicitaire. Elle étudie leur utilisation d'Internet, leurs attitudes vis-à-vis de la publicité sur Internet, leurs avis de la publicité sur Internet, l'efficacité de la publicité sur Internet, les habitudes d'achat en ligne et leur préférence entre la publicité sur Internet et la publicité traditionnelle. Les résultats de recherche montrent que les jeunes consommateurs sont les utilisateurs modérés d'Internet et qu'ils ont une attitude positive et un intérêt global de la publicité sur Internet. Ils sont capables de rappeler environ la moitié des noms de marque vus sur Internet. Cependant, au moins la moitié d'entre eux préfèrent encore les supports publicitaires traditionnels et leur propension à acheter en ligne est très faible. La présente étude a également examiné les différences entre les consommateurs masculins et les consommateurs féminins en termes de leurs attitudes envers la publicité en ligne.Mots-Clés: publicité sur Internet; modèle d'achat en ligne; jeunes consommateurs; Malaisie

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DOI: http://dx.doi.org/10.3968%2Fj.ccc.1923670020100602.011

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