Title: Impact of Online Consumer
Characteristics
on Web Based Banner Advertisement: Perspective of Malaysian Generation Y
Abstract: The
emergence
of internet had transferred consumer’s focus from traditional media
(i.e.:
newspaper, magazine, television) to new media (i.e.: internet). In
Malaysia,
around 59% of Malaysian are internet users and this phenomenon gives
business
people an opportunity to use internet as one of their marketing
communication
tools to promote their products and services. According to the Internet
Advertising
Bureau (2000), banner advertisement is used as a major online
advertising
tool. In addition, online consumer characteristics play an important
role
in designing banner advertisement in e-commerce environment.
Hence, the main objective our study is to identify the
different types of online consumer characteristics such as: 1) consumer
internal
flexibility, 2) consumer involvement, 3) consumer perceived personal
usefulness,
4) consumer attitude, and 5) consumer expectation. Besides that, we
also
investigated how these variables influence web based banner
advertisement
among Malaysian Generation Y. Results of this study indicates that
consumer
internal flexibility, consumer attitude, consumer perceived personal
usefulness,
consumer involvement and expectation have significant positive
relationship
towards web based banner advertisement’s effectiveness.
Authors: Lim
Ying San, Ng Tuan Hock, and Tan Nya Ling