DOIONLINE

DOIONLINE NO - IJMAS-IRAJ-DOIONLINE-16090

Publish In
International Journal of Management and Applied Science (IJMAS)-IJMAS
Journal Home
Volume Issue
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
  View Paper