Publish In |
International Journal of Management and Applied Science (IJMAS)-IJMAS |
Journal Home Volume Issue |
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Issue |
Volume-5,Issue-9 ( Sep, 2019 ) | |||||||||
Paper Title |
Analysis of the Risk of Ebola Virus Disease: Fuzzy Vikor Method Based on the Possibility Theory | |||||||||
Author Name |
Lam Wing Kwan Jenny, Yui-Yip Lau | |||||||||
Affilition |
Discipline of Marketing, School of Professional Education and Executive Development, The Hong Kong Polytechnic University; Division of Business, Hong Kong Community College, The Hong Kong Polytechnic University | |||||||||
Pages |
136-142 | |||||||||
Abstract |
The online advertising is a profitable industry in Hong Kong. The effectiveness of the online advertising is crucial to the various companies. So, the determinants of consumer's attitude are very important. The purpose of this study is to investigate the determinants of consumers’ attitude towards advertising among tertiary students in a high education institution in Hong Kong. A total of 100 undergraduate marketing students take part in this research. The results show that informative, hedonic/ pleasure and good for economy positively relates to consumers’ attitude towards advertising. Index Terms - Online Advertising, Consumer Attitude, Undergraduate | |||||||||
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