The Impact of Online Advertising on Consumer Purchase Behavior Based on Malaysian Organizations
The paper aims to evaluate the effect of online
advertising on consumer purchase behavior in Malaysian
organizations. The paper has potential to extend and refine theory. A
survey was distributed among Students of UTM university during the
winter 2014 and 160 responses were collected. Regression analysis
was used to test the hypothesized relationships of the model. Result
shows that the predictors (cost saving factor, convenience factor and
customized product or services) have positive impact on intention to
continue seeking online advertising.
[1] Goldfarb, A. and C.E. Tucker, Privacy regulation and online advertising.
Management science, 2011. 57(1): p. 57-71.
[2] Close, A.G. and M. Kukar-Kinney, Beyond buying: Motivations behind
consumers' online shopping cart use. Journal of Business Research,
2010. 63(9): p. 986-992.
[3] Lee, N.R. and P. Kotler, Social marketing: Influencing behaviors for
good. 2011: Sage.
[4] McCole, P., E. Ramsey, and J. Williams, Trust considerations on
attitudes towards online purchasing: The moderating effect of privacy
and security concerns. Journal of Business Research, 2010. 63(9): p.
1018-1024.
[5] Cheema, A. and P. Papatla, Relative importance of online versus offline
information for Internet purchases: Product category and Internet
experience effects. Journal of Business Research, 2010. 63(9): p. 979-
985.
[6] Donoso, P. and V.L. Crittenden, Strategic management in Latin
America. Journal of Business Research, 2008. 61(6): p. 587-589.
[7] Whitelock, J. and F. Fastoso, Understanding international branding:
defining the domain and reviewing the literature. International
Marketing Review, 2007. 24(3): p. 252-270.
[8] Zentner, A., Internet Adoption and Advertising Expenditures on
Traditional Media: An Empirical Analysis Using a Panel of Countries.
Journal of Economics & Management Strategy, 2012. 21(4): p. 913-926.
[9] Azad, N. and M. Shamsabadi, An investigation on important factors
influencing customer repurchase: A case study of Airline agencies.
Management Science Letters, 2012. 2(3): p. 781-786.
[10] Kim, B. and I. Han, The role of utilitarian and hedonic values and their
antecedents in a mobile data service environment. Expert Systems with
Applications, 2011. 38(3): p. 2311-2318.
[11] Brocato, E.D., C.M. Voorhees, and J. Baker, Understanding the
Influence of Cues from Other Customers in the Service Experience: A
Scale Development and Validation. Journal of retailing, 2012. 88(3): p.
384-398.
[12] Laplante, A. and J.S. Downie, The utilitarian and hedonic outcomes of
music information-seeking in everyday life. Library & Information
Science Research, 2011. 33(3): p. 202-210.
[13] Overby, J.W. and E.-J. Lee, The effects of utilitarian and hedonic online
shopping value on consumer preference and intentions. Journal of
Business Research, 2006. 59(10): p. 1160-1166.
[14] Gallarza, M.G., I. Gil‐Saura, and M.B. Holbrook, The value of value:
Further excursions on the meaning and role of customer value. Journal
of Consumer Behaviour, 2011. 10(4): p. 179-191.
[15] Boksberger, P.E., T. Bieger, and C. Laesser, Multidimensional analysis
of perceived risk in commercial air travel. Journal of Air Transport
Management, 2007. 13(2): p. 90-96.
[16] Lu, Y., et al., A study on factors that affect users’ behavioral intention to
transfer usage from the offline to the online channel. Computers in
Human Behavior, 2011. 27(1): p. 355-364.
[17] Yang, S., et al., Mobile payment services adoption across time: An
empirical study of the effects of behavioral beliefs, social influences,
and personal traits. Computers in Human Behavior, 2012. 28(1): p. 129-
142.
[18] Claudy, M.C., C. Michelsen, and A. O’Driscoll, The diffusion of
microgeneration technologies–assessing the influence of perceived
product characteristics on home owners' willingness to pay. Energy
Policy, 2011. 39(3): p. 1459-1469.
[19] Chrisman, J.J., J.H. Chua, and P. Sharma, Trends and directions in the
development of a strategic management theory of the family firm.
Entrepreneurship theory and practice, 2005. 29(5): p. 555-576.
[20] Keng, C.J. and T.H. Liao, Self‐confidence, anxiety, and post‐purchase
dissonance: a panel study. Journal of Applied Social Psychology, 2013.
43(8): p. 1636-1647.
[21] Chiu, H.-C., et al., Relationship marketing and consumer switching
behavior. Journal of Business Research, 2005. 58(12): p. 1681-1689.
[22] Chen, C.-F. and F.-S. Chen, Experience quality, perceived value,
satisfaction and behavioral intentions for heritage tourists. Tourism
Management, 2010. 31(1): p. 29-35.
[23] Lee, K.-H. and D. Shin, Consumers’ responses to CSR activities: The
linkage between increased awareness and purchase intention. Public
Relations Review, 2010. 36(2): p. 193-195.
[24] Stranahan, H. and D. Kosiel, E-tail spending patterns and the importance
of online store familiarity. Internet Research, 2007. 17(4): p. 421-434.
[25] Ullén, F., et al., Proneness for psychological flow in everyday life:
Associations with personality and intelligence. Personality and
Individual Differences, 2012. 52(2): p. 167-172.
[26] Parsons, A. and D. Conroy, Sensory stimuli and e‐tailers. Journal of
Consumer Behaviour, 2006. 5(1): p. 69-81.
[27] To, P.-L., C. Liao, and T.-H. Lin, Shopping motivations on Internet: A
study based on utilitarian and hedonic value. Technovation, 2007.
27(12): p. 774-787.
[28] Teo, T.S. and Y. Yu, Online buying behavior: a transaction cost
economics perspective. Omega, 2005. 33(5): p. 451-465.
[29] Zahay, D. and A. Griffin, Customer Learning Processes, Strategy
Selection, and Performance in Business‐to‐Business Service Firms*.
Decision Sciences, 2004. 35(2): p. 169-203.
[30] Tasci, A.D., W.C. Gartner, and S.T. Cavusgil, Conceptualization and
operationalization of destination image. Journal of hospitality & tourism
research, 2007. 31(2): p. 194-223.
[31] Palmer, R., A. Lindgreen, and J. Vanhamme, Relationship marketing:
schools of thought and future research directions. Marketing Intelligence
& Planning, 2005. 23(3): p. 313-330.
[32] Bridges, E. and R. Florsheim, Hedonic and utilitarian shopping goals:
the online experience. Journal of Business Research, 2008. 61(4): p.
309-314.
[33] Mollen, A. and H. Wilson, Engagement, telepresence and interactivity in
online consumer experience: Reconciling scholastic and managerial
perspectives. Journal of Business Research, 2010. 63(9): p. 919-925.
[34] Babin, B.J., et al., Modeling consumer satisfaction and word-of-mouth:
restaurant patronage in Korea. Journal of Services Marketing, 2005.
19(3): p. 133-139.
[35] Grewal, D., A.L. Roggeveen, and M. Tsiros, The effect of compensation
on repurchase intentions in service recovery. Journal of retailing, 2008.
84(4): p. 424-434.
[36] Yoon, D., S.M. Choi, and D. Sohn, Building customer relationships in
an electronic age: The role of interactivity of E‐commerce Web sites.
Psychology & Marketing, 2008. 25(7): p. 602-618.
[37] Bosnjak, M., M. Galesic, and T. Tuten, Personality determinants of
online shopping: Explaining online purchase intentions using a
hierarchical approach. Journal of Business Research, 2007. 60(6): p.
597-605.
[38] Taylor, D.G. and D. Strutton, Has e-marketing come of age? Modeling
historical influences on post-adoption era internet consumer behaviors.
Journal of Business Research, 2010. 63(9): p. 950-956.
[39] Wirtz, B.W., O. Schilke, and S. Ullrich, Strategic development of
business models: implications of the Web 2.0 for creating value on the
internet. Long range planning, 2010. 43(2): p. 272-290.
[40] Sekaran, U., & Bougie, R. (2010). Research Methods for Business - A
Skill Building Approach (fifth ed.). New York: John Wiley & Sons.
[41] Pallant, J. (2010). SPSS survival manual: A step by step guide to data
analysis using SPSS: Open University Press.
[1] Goldfarb, A. and C.E. Tucker, Privacy regulation and online advertising.
Management science, 2011. 57(1): p. 57-71.
[2] Close, A.G. and M. Kukar-Kinney, Beyond buying: Motivations behind
consumers' online shopping cart use. Journal of Business Research,
2010. 63(9): p. 986-992.
[3] Lee, N.R. and P. Kotler, Social marketing: Influencing behaviors for
good. 2011: Sage.
[4] McCole, P., E. Ramsey, and J. Williams, Trust considerations on
attitudes towards online purchasing: The moderating effect of privacy
and security concerns. Journal of Business Research, 2010. 63(9): p.
1018-1024.
[5] Cheema, A. and P. Papatla, Relative importance of online versus offline
information for Internet purchases: Product category and Internet
experience effects. Journal of Business Research, 2010. 63(9): p. 979-
985.
[6] Donoso, P. and V.L. Crittenden, Strategic management in Latin
America. Journal of Business Research, 2008. 61(6): p. 587-589.
[7] Whitelock, J. and F. Fastoso, Understanding international branding:
defining the domain and reviewing the literature. International
Marketing Review, 2007. 24(3): p. 252-270.
[8] Zentner, A., Internet Adoption and Advertising Expenditures on
Traditional Media: An Empirical Analysis Using a Panel of Countries.
Journal of Economics & Management Strategy, 2012. 21(4): p. 913-926.
[9] Azad, N. and M. Shamsabadi, An investigation on important factors
influencing customer repurchase: A case study of Airline agencies.
Management Science Letters, 2012. 2(3): p. 781-786.
[10] Kim, B. and I. Han, The role of utilitarian and hedonic values and their
antecedents in a mobile data service environment. Expert Systems with
Applications, 2011. 38(3): p. 2311-2318.
[11] Brocato, E.D., C.M. Voorhees, and J. Baker, Understanding the
Influence of Cues from Other Customers in the Service Experience: A
Scale Development and Validation. Journal of retailing, 2012. 88(3): p.
384-398.
[12] Laplante, A. and J.S. Downie, The utilitarian and hedonic outcomes of
music information-seeking in everyday life. Library & Information
Science Research, 2011. 33(3): p. 202-210.
[13] Overby, J.W. and E.-J. Lee, The effects of utilitarian and hedonic online
shopping value on consumer preference and intentions. Journal of
Business Research, 2006. 59(10): p. 1160-1166.
[14] Gallarza, M.G., I. Gil‐Saura, and M.B. Holbrook, The value of value:
Further excursions on the meaning and role of customer value. Journal
of Consumer Behaviour, 2011. 10(4): p. 179-191.
[15] Boksberger, P.E., T. Bieger, and C. Laesser, Multidimensional analysis
of perceived risk in commercial air travel. Journal of Air Transport
Management, 2007. 13(2): p. 90-96.
[16] Lu, Y., et al., A study on factors that affect users’ behavioral intention to
transfer usage from the offline to the online channel. Computers in
Human Behavior, 2011. 27(1): p. 355-364.
[17] Yang, S., et al., Mobile payment services adoption across time: An
empirical study of the effects of behavioral beliefs, social influences,
and personal traits. Computers in Human Behavior, 2012. 28(1): p. 129-
142.
[18] Claudy, M.C., C. Michelsen, and A. O’Driscoll, The diffusion of
microgeneration technologies–assessing the influence of perceived
product characteristics on home owners' willingness to pay. Energy
Policy, 2011. 39(3): p. 1459-1469.
[19] Chrisman, J.J., J.H. Chua, and P. Sharma, Trends and directions in the
development of a strategic management theory of the family firm.
Entrepreneurship theory and practice, 2005. 29(5): p. 555-576.
[20] Keng, C.J. and T.H. Liao, Self‐confidence, anxiety, and post‐purchase
dissonance: a panel study. Journal of Applied Social Psychology, 2013.
43(8): p. 1636-1647.
[21] Chiu, H.-C., et al., Relationship marketing and consumer switching
behavior. Journal of Business Research, 2005. 58(12): p. 1681-1689.
[22] Chen, C.-F. and F.-S. Chen, Experience quality, perceived value,
satisfaction and behavioral intentions for heritage tourists. Tourism
Management, 2010. 31(1): p. 29-35.
[23] Lee, K.-H. and D. Shin, Consumers’ responses to CSR activities: The
linkage between increased awareness and purchase intention. Public
Relations Review, 2010. 36(2): p. 193-195.
[24] Stranahan, H. and D. Kosiel, E-tail spending patterns and the importance
of online store familiarity. Internet Research, 2007. 17(4): p. 421-434.
[25] Ullén, F., et al., Proneness for psychological flow in everyday life:
Associations with personality and intelligence. Personality and
Individual Differences, 2012. 52(2): p. 167-172.
[26] Parsons, A. and D. Conroy, Sensory stimuli and e‐tailers. Journal of
Consumer Behaviour, 2006. 5(1): p. 69-81.
[27] To, P.-L., C. Liao, and T.-H. Lin, Shopping motivations on Internet: A
study based on utilitarian and hedonic value. Technovation, 2007.
27(12): p. 774-787.
[28] Teo, T.S. and Y. Yu, Online buying behavior: a transaction cost
economics perspective. Omega, 2005. 33(5): p. 451-465.
[29] Zahay, D. and A. Griffin, Customer Learning Processes, Strategy
Selection, and Performance in Business‐to‐Business Service Firms*.
Decision Sciences, 2004. 35(2): p. 169-203.
[30] Tasci, A.D., W.C. Gartner, and S.T. Cavusgil, Conceptualization and
operationalization of destination image. Journal of hospitality & tourism
research, 2007. 31(2): p. 194-223.
[31] Palmer, R., A. Lindgreen, and J. Vanhamme, Relationship marketing:
schools of thought and future research directions. Marketing Intelligence
& Planning, 2005. 23(3): p. 313-330.
[32] Bridges, E. and R. Florsheim, Hedonic and utilitarian shopping goals:
the online experience. Journal of Business Research, 2008. 61(4): p.
309-314.
[33] Mollen, A. and H. Wilson, Engagement, telepresence and interactivity in
online consumer experience: Reconciling scholastic and managerial
perspectives. Journal of Business Research, 2010. 63(9): p. 919-925.
[34] Babin, B.J., et al., Modeling consumer satisfaction and word-of-mouth:
restaurant patronage in Korea. Journal of Services Marketing, 2005.
19(3): p. 133-139.
[35] Grewal, D., A.L. Roggeveen, and M. Tsiros, The effect of compensation
on repurchase intentions in service recovery. Journal of retailing, 2008.
84(4): p. 424-434.
[36] Yoon, D., S.M. Choi, and D. Sohn, Building customer relationships in
an electronic age: The role of interactivity of E‐commerce Web sites.
Psychology & Marketing, 2008. 25(7): p. 602-618.
[37] Bosnjak, M., M. Galesic, and T. Tuten, Personality determinants of
online shopping: Explaining online purchase intentions using a
hierarchical approach. Journal of Business Research, 2007. 60(6): p.
597-605.
[38] Taylor, D.G. and D. Strutton, Has e-marketing come of age? Modeling
historical influences on post-adoption era internet consumer behaviors.
Journal of Business Research, 2010. 63(9): p. 950-956.
[39] Wirtz, B.W., O. Schilke, and S. Ullrich, Strategic development of
business models: implications of the Web 2.0 for creating value on the
internet. Long range planning, 2010. 43(2): p. 272-290.
[40] Sekaran, U., & Bougie, R. (2010). Research Methods for Business - A
Skill Building Approach (fifth ed.). New York: John Wiley & Sons.
[41] Pallant, J. (2010). SPSS survival manual: A step by step guide to data
analysis using SPSS: Open University Press.
@article{"International Journal of Business, Human and Social Sciences:71061", author = "Naser Zourikalatehsamad and Seyed Abdorreza Payambarpour and Ibrahim Alwashali and Zahra Abdolkarimi", title = "The Impact of Online Advertising on Consumer Purchase Behavior Based on Malaysian Organizations", abstract = "The paper aims to evaluate the effect of online
advertising on consumer purchase behavior in Malaysian
organizations. The paper has potential to extend and refine theory. A
survey was distributed among Students of UTM university during the
winter 2014 and 160 responses were collected. Regression analysis
was used to test the hypothesized relationships of the model. Result
shows that the predictors (cost saving factor, convenience factor and
customized product or services) have positive impact on intention to
continue seeking online advertising.", keywords = "Consumer purchase, convenience, customized
product, cost saving, customization, flow theory, mass
communication, online advertising ads, online advertising
measurement, online advertising mechanism, online intelligence
system, self-confidence, willingness to purchase.", volume = "9", number = "10", pages = "3424-6", }
