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A Study on Malaysian Consumers¡¯ Attitude and Behavioral Intention Towards Print Advertising

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  • Bee Eng Chew
  • Azaze-Azizi Abdul Adis

Abstract

The purpose of this study is to examine the relationship between belief factors, consumers¡¯ attitude, and consumers¡¯ behavioral intention toward print advertising. This study also explores the mediating role of attitude on the relationship between belief factors and consumers¡¯ behavioral intention. The six belief factors are product information, social role and image, hedonic/pleasure, irritation, personalization, and credibility. The study finds that product information, social role and image, hedonic/pleasure, irritation, and credibility have positive influences on consumers¡¯ attitude and behavioral intention. The results reveal that attitude has positive influence on consumers¡¯ behavioral intention. Moreover, the mediation analysis results indicate that the role of attitude mediating has been significant in product information, hedonic/pleasure, irritation, and credibility on behavioral intention. The target population for this study was those Malaysian people who have experience in searching for exposure to print advertising before. The respondents were classified according to their age, gender, race, occupation as well as their income levels. The questionnaires were distributed to the respondents through online survey and questionnaire tool, Google Form. Implication and recommendations for future studies are also discussed.

Suggested Citation

  • Bee Eng Chew & Azaze-Azizi Abdul Adis, 2018. "A Study on Malaysian Consumers¡¯ Attitude and Behavioral Intention Towards Print Advertising," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 10(2), pages 132-150, June.
    • Handle: RePEc:ibn:ijmsjn:v:10:y:2018:i:2:p:132-150
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    References listed on IDEAS

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    1. Ltifi, Moez & Mesfar, Sahar, 2022. "Does the corporate social responsibility of the service based on Blockchain technology affect the real behaviour of the consumer?," Journal of Air Transport Management, Elsevier, vol. 104(C).

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    More about this item

    Keywords

    attitude; behavioral intention; print advertising;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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