Response to Internet Advertising among Malaysian Young Consumers/RÉPONSE À LA PUBLICITÉ SUR INTERNET PARMI LES JEUNES CONSOMMATEURS MALAISIENS
Lim, Yet-Mee, Yap, Ching-Seng, Lau, Teck-Chai, Cross - Cultural Communication
This study examines how young consumers perceive the Internet as an advertising medium. It explores their Internet usage, attitudes toward Internet advertising, beliefs about Internet advertising, Internet advertising effectiveness, online purchasing patterns, and their preference between Internet and traditional advertising. Research findings show that the young consumers are moderate users of the Internet and that they have a positive attitude and overall liking of Internet advertising. They are able to recall about half of the brand names seen on the Internet. However, at least half of them still prefer traditional advertising media and their propensity to buy online is very low. The present study has also examined the differences between male and female consumers in terms of their attitudes toward online advertising.
Key words: Internet advertising; online purchase patterns; young consumers; Malaysia
Résumé: Cette étude examine comment les jeunes consommateurs perçoivent l'Internet en tant qu'un support publicitaire. Elle étudie leur utilisation d'Internet, leurs attitudes vis-à-vis de la publicité sur Internet, leurs avis de la publicité sur Internet, l'efficacité de la publicité sur Internet, les habitudes d'achat en ligne et leur préférence entre la publicité sur Internet et la publicité traditionnelle. Les résultats de recherche montrent que les jeunes consommateurs sont les utilisateurs modérés d'Internet et qu'ils ont une attitude positive et un intérêt global de la publicité sur Internet. Ils sont capables de rappeler environ la moitié des noms de marque vus sur Internet. Cependant, au moins la moitié d'entre eux préfèrent encore les supports publicitaires traditionnels et leur propension à acheter en ligne est très faible. La présente étude a également examiné les différences entre les consommateurs masculins et les consommateurs féminins en termes de leurs attitudes envers la publicité en ligne.
Mots-Clés: publicité sur Internet; modèle d'achat en ligne; jeunes consommateurs; Malaisie
The development of computer technologies has changed the traditional ways of advertising. With the rapid advancement in the computer industry, many companies have made the Internet as part of their advertising media mix to take advantage of the online technologies (Calisir, 2003). The Internet has become a popular advertising platform because marketers found that the Internet has a greater flexibility and control over the advertising materials (Ducoffe, 1996). With the increased popularity of online advertising, it is important to assess consumers' views and the effectiveness of Internet advertising.
A number of studies have examined consumer responses to Internet advertising for the past few years. Based on a convenience sample of Internet users, Gordon and De Lima-Turner (1997) found that Web advertising is more effective in developing a favorable brand attitude than it is for selling; and that consumers prefer entertaining advertising on the Web. Schlosser, Shavitt, and Kanfer (1999) surveyed a national sample of over 400 participants and found no majority opinion of Internet advertising - about a third of the participants liked, disliked, and felt neutrally toward Internet advertising respectively. The Internet users find online advertising informative but less entertaining, and do not encourage them to make purchases even though they do not perceive it to increase prices of products.
2. LITERATURE REVIEW
Korgaonkar and Wolin (2002) examine the differences between heavy, medium, and light Web users and conclude that "heavier users hold stronger beliefs about and attitudes toward Web advertising which likely lead to stronger purchase intent" (p. 201). The heavy Internet users perceive that Web advertising is a good thing, essential, and reduces the cost of products. Hence, marketers should include Web advertising in their promotion efforts. …