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

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.

Antecedents of Attitude towards Advertising of Controversial Products in Digital Media

“…Consumers want novelty. Thus, firms should often change the website design to maintain a sustainable association with consumers (Chew & Abdul-Adis, 2018). A novelty in advertising content makes it more pleasant and captures consumers' attention.…”

“…The newness in an advertisement is essential, especially for hedonic consumers. Thus, when marketers incorporate uniqueness in an advertisement, it promotes positive beliefs and attitudes (Chew & Abdul Adis, 2018).…”

“…Consequently, these factors inspire hedonic consumers to develop a positive attitude towards purchase intentions (Hüttl-Maack et al, 2018). Moreover, experiential shopping, a critical facet of hedonic value, also promotes favorable purchase intentions (Anderson et al, 2014;Chew & Adis, 2018). Hedonic value (i.e., enjoyment and pleasure) in the context of social media is non-functional.…”