The effectiveness of e-advertisement towards customer purchase intention: Malaysian perspective

The primary objective of this study was to examine the effectiveness of E-advertisement on customer purchase intention. Beside, this study examined the effect of mediating and moderating demography factors on customer purchase intention in Malaysia. Data from 570 respondents with previous experience on online purchasing products and services were collected. To do so, SPSS 19 was applied to analyze the collected data. Our findings revealed that service quality, social network and brand recognition can highly influence customers’ perception toward web-based advertisement. Consequently, consumers who are more optimistic in web-based advertisement (E-advertisement) have most likely higher intention to online purchase. In other words, the effectiveness of E-advertisement is undoubtedly highlighted in this study. Besides, the results of this study showed that the demography factors cannot mediate the customer perception toward advertisement nor the effectiveness of E-advertisement toward customer purchase intention. On the basis of our results, companies must stress the intrinsic attributes of online advertisement to attract highly-involved consumers and must present a benevolent corporate image for consumers

Determinants of online purchase intention and moderating role of trust in social network websites in Malaysia

The rapid growth of social networking sites (SNSs) has led to a change in marketing strategies and purchase behaviour of consumers. Drawing on the Extended Unified Theory of Acceptance and Use of Technology, a theoretical basis for the online buying intention based trust, performance expectancy, hedonic motivation, habit, social influence and effort expectancy constructs was examined. The data came from a sample of 370 students who had a prior experience in online buying. It was found that habit, hedonic motivation and performance expectancy were significant predictors of buying intention; however, effort expectancy and social influence did not significantly predict purchase intention. Habit had stronger influence on buying intention for customers with a high level of trust, whereas hedonic motivation and performance expectancy had a higher effect for customers with a low level of trust. Theoretical and practical implications of the findings are discussed

Factors influencing purchase intentions through social networking websites among Malaysian students

As in many other countries, social media has today become one of the fastest and strongest networking and communication tools in Malaysia. This has facilitated the growth of online marketing and online shopping in the country. Realizing this development, companies have to venture into the world of social media. Identifying the factors influencing consumer online purchase intentions through social networking sites (SNSs) is essential in advancing online shopping via SNSs. This study explores the integration of trust into the extended unified theory of acceptance and use of technology (UTAUT2) in an attempt to investigate how the proposed model provides better explanation of the factors affecting purchase intention in the use of SNSs. To achieve the purpose of the study, a cross sectional survey using a self-administered questionnaire was carried to test the hypothesized model. Using a cluster sampling method, a total of 370 undergraduate and graduate students from four universities in in Malaysia participated in the survey. Results of the descriptive analysis showed that (1) the level of online purchase intention was moderate to high, (2) the levels of performance expectancy and perceived ad informativeness were high, (3) the levels of effort expectancy, hedonic motivation, and habit were moderate, and (4) the level of social influence was low to moderate among students surveyed. Results of structural equation modeling analysis showed that the proposed model is relatively appropriate to explain the online consumer behavior (x2/df = 1.73, p < .005, CFI = .943; IFI = .943, TLI = .936, RMSEA = .045). The results showed that performance expectancy, hedonic motivation, habit, and perceived ad informativeness positively affect consumer’s intentions to use SNSs. However, effort expectancy and social influence factors do not influence consumer intention to use SNSs. Results of the Multi-group analysis of the moderating effect of trust on the relationships of the selected factors with purchase intention through SNSs revealed that trust in SNSs is a significant moderator when explaining online consumer behavior. The results of the study revealed that selected UTAUT2 constructs plus perceived ad informativeness has been found to explaining 0.60% variance in the direct model. In addition 63% and 54% of purchase intention through SNS variances are explained by moderation models, respectively. Recommendations for practice from the findings of the study are offered. Online marketers and online advertisers must consider online shopper behavior in designing successful online marketing via SNSs

Factors affecting Malaysian university students’ purchase intention in social networking sites

This study applied the unified theory of acceptance and use of technology 2 to examine acceptance and use of social networking sites in a marketing setting. This study uses 370 regular higher education students in Malaysia as respondents. Quantitative method is used. The findings revealed that performance expectancy (PE) and hedonic motivation were the main factors that influence users’ online purchase intention (PI) through social networking sites (SNSs) in Malaysia. As for moderating influences of gender and age, the results showed that gender significantly moderated purposed association between these four elements and the online PI, while the moderating effect of age was only recognized in PE. Findings of this research offer practitioners with better insights that would aid them in developing effective online marketing strategies to attract online purchasing users through SNSs