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How Personal Beliefs Influence Consumer Attitude towards Online Advertising in Malaysia: To Trust or Not to Trust?

Global business and management research, 2018-01, Vol.10 (1), p.30-47 [Peer Reviewed Journal]

Copyright Mehran Nejati 2018 ;EISSN: 1947-5667

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  • Title:
    How Personal Beliefs Influence Consumer Attitude towards Online Advertising in Malaysia: To Trust or Not to Trust?
  • Author: Ariffin, Shaizatulaqma Kamalul ; Aun, Tan Lok ; Salamzadeh, Yashar
  • Subjects: Consumer attitudes ; Consumer behavior ; Consumers ; Electronic commerce ; Internet ; Market strategy ; Marketing ; Online advertising ; Social networks ; Studies
  • Is Part Of: Global business and management research, 2018-01, Vol.10 (1), p.30-47
  • Description: Purpose: The main Purpose of this study is to examine the correlation between Personal Beliefs (including Interactivity, Social Role and Image, Entertainment, Informativeness and Irritation) and attitude toward online advertising and to determine the influence of consumers' attitude towards online advertising on consumers' purchase intention. Additionally, Trust has been studied as a moderating variable in our research. Design/methodology/approach: We studied 250 Internet users in Malaysia to analyze their opinion on our research question. The Cognitive-Affective-Behavioral (CAB) Model and The Belief Factor Model are underlying Theories of ours. Finally our collected Data is analyzed by SPSS and SmartPLS software. Findings: Our results show that among five studied dimensions, Interactivity, Entertainment and Irritation were positively and significantly have impact on consumer attitude towards Online Advertising. By the way, talking about the moderating role of Trust, Only Irritation found to be impacted by Trust on its correlation with attitude towards online advertising. Research limitations/implications: The study provides evidences for decision makers to gain better understanding on personal belief factors and how they influence consumers' attitude toward online advertising in Malaysia. Identification of the significant personal belief factors that influence attitude toward online advertising helps decision makers to focus on better marketing strategies based on the significant factors to increase the significance. Practical implications: Our research provides clear evidences for decision makers and advertisers to gain a better understanding on Personal Belief Factors and how they influence consumer attitudes towards online advertising in Malaysia. It will help them to have a better focus on their marketing strategies according to current situation of the Malaysian society. Originality/value: Our study added two new variables to 7-factor model of personal belief by Polly and Mittal (1993) namely Irritation and Interactivity. These two dimensions are found to significantly influence the consumer attitude towards online advertising in Malaysia. On the other hand we found out that Trust only moderates on one of five aspects of Personal Beliefs impacting attitude towards online advertising.
  • Publisher: Boca Raton: Mehran Nejati
  • Language: English
  • Identifier: EISSN: 1947-5667
  • Source: ProQuest Central
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