Factors affecting consumers' intention to buy in internet advertising.

Description

by Ho Wai Shun, Ng Hung Kin, Terence. / Includes questionnaire. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1998. / Includes bibliographical references (leaves 66-67). / TABLE OF CONTENTS --- p.III / LIST OF ILLUSTRATIONS --- p.IV / LIST OF TABLES --- p.V / Chapter / Chapter I. --- Introduction --- p.1 / Commercial Usage of the Internet --- p.1 / Internet as Advertising Medium --- p.5 / What is the Problem of Using Internet as Advertising Media --- p.7 / Objectives of the project --- p.7 / Chapter II. --- Conceptual Framework and Model --- p.9 / Factors affecting consumers' responses towards Advertisements in the Internet --- p.9 / Causal Relationship among Consumers' Responses --- p.10 / The Conceptual Model and Hypotheses --- p.12 / Conceptual Model --- p.12 / Hypotheses --- p.13 / Chapter III. --- Methodology --- p.15 / Research Design : Laboratory Experiment --- p.15 / Creating up the Experimental Web Site --- p.16 / Sample and Sampling Procedure --- p.17 / The Sample --- p.17 / Sampling Procedure --- p.19 / Data Collection Method --- p.20 / Operationization of Constructs --- p.21 / Data Analysis --- p.24 / MANOVA --- p.24 / Path Analysis (LISREL 8) --- p.24 / Chapter IV. --- "Results, Analysis and Discussion" --- p.26 / MANOVA Analysis --- p.26 / Path Analysis --- p.29 / Discussion --- p.31 / Chapter V. --- Conclusion and Managerial Implications --- p.32 / APPENDIX --- p.36 / BIBILIOGRAPHY --- p.66

Links & Downloads

1. cuhk:322092
2. http://library.cuhk.edu.hk/record=b5889397
3. http://repository.lib.cuhk.edu.hk/en/item/cuhk-322092

Tags

Internet advertising

Consumers' preferences

Consumers--Attitudes

Additional Fields

Identifer	oai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_322092
Date	January 1998
Contributors	Ho, Wai Shun., Ng, Hung Kin Terence., Chinese University of Hong Kong Graduate School. Division of Business Administration.
Source Sets	The Chinese University of Hong Kong
Language	English
Detected Language	English
Type	Text, bibliography
Format	print, vi, 67 leaves : ill. ; 30 cm.
Rights	Use of this resource is governed by the terms and conditions of the Creative Commons “Attribution-NonCommercial-NoDerivatives 4.0 International” License (http://creativecommons.org/licenses/by-nc-nd/4.0/)