I would also like to express my deep and sincere gratitude to my Final Year Project supervisor, Dr. Goh Hong Lip, for giving me useful suggestions to make further improvements in my Final Year Project. This project is also dedicated to my beloved family who have always stood by me and provided me with a wonderful environment to carry out this study.
In addition, the researcher would also like to identify the factors that give a significant impact on the effectiveness of mobile advertising, which would influence the consumer's purchase intention and thus shape the consumer's behavior. In addition, the current research also aims to develop a research model based on the S-O-R model that can identify the factors that affect the effectiveness of mobile advertising.
INTRODUCTION
- Introduction
- Research Background
- Problem Statement
- Research Questions
- Research Objectives
- Scope of Study
- Significance of Study
- Chapter Layout
- Summary
Therefore, the factors affecting the effectiveness of mobile advertising are investigated in this study to determine the purchase intention of consumers. As a result, it can be clearly seen that the implementation of the national recovery plan can change the behavior of consumers towards mobile advertising. The main objective is to study the factors that influence the effectiveness of mobile advertising on customer purchase intentions, which lead to consumer behavior during the implementation of the National Recovery Plan.
To develop a research model based on the S-O-R model that can identify the factors that influence the effectiveness of mobile advertising. Therefore, the factors that affect the effectiveness of mobile advertising may be different from the old days.
LITERATURE REVIEW
- Underpinning Theories
- Stimuli Organism Response Model (SOR)
- Theory of Reasoned Action (TRA)
- Consumer Behaviour
- Digital Technology
- Mobile Advertising
- Covid-19 Pandemic
- National Recovery Plan
- Review of Variables
- Attractiveness
- Trustworthiness
- Expertise
- Social Presence
- User Interface
- Product Price
- Product Usefulness
- Consumer Purchase Intention
- Consumer Buying Behaviour
- Proposed Research Framework
- Hypothesis of the Study
- Attractiveness and the Relationship with Consumer
- Trustworthiness and the Relationship with Consumer
- Expertise and the Relationship with Consumer
- Social presence and the Relationship with Consumer
- User interface and the Relationship with Consumer
- Product price and the Relationship with Consumer
- Product Usefulness and the Relationship with
- Consumer Purchase Intention and the Relationship
- Summary
According to Aubin et al., (2012) the usability of a product is described as a measurable and practical advantage in terms of time, energy savings and other factors. According to Amos et al., (2008), the degree of expertise of a celebrity will determine the effectiveness of advertising. It can be clearly seen that the product price has a direct influence on consumers' purchase intention.
Therefore, the product price displayed in a mobile ad influences consumers' purchase intention. In conclusion, there is a positive correlation between the consumer's purchase intention and the consumer's purchase behavior.
METHODOLOGY
- Introduction
- Research Design
- Quantitative Research
- Descriptive Research
- Sampling Design
- Target Population
- Sampling Location
- Sampling Elements
- Sampling Technique
- Sampling Size
- Data Collection Method
- Primary Data Collection
- Proposed Data Analysis Tool
- Questionnaire Design
- Pilot Test
- Descriptive Analysis
- Scale Measurement – Reliability Test
- Inferential Analysis
- Construct Measurement
- Origin and Measure of the Construct
- Scale Measurement
- Summary
Therefore, quantitative research was conducted in this study by collecting data through the distribution of questionnaires. The target population in this study is Malaysians who are staying in thirteen states in Malaysia. The sample in this study will be collected through online platforms with the distribution of Google Form.
In this research, only respondents residing in Malaysia are selected to complete the questionnaire as a sampling element. Therefore, in this study, the sample size consists of 200 respondents which means that a total of 200 questionnaires were given to the respondents around Malaysia. In this study, primary data was collected by distributing questionnaires to the target sample to collect the information.
Therefore, in this study, 30 sets of questionnaires were used for testing in a pilot study. In this study, descriptive statistics are used to evaluate the data collected from Section A and are presented in tabular form. In this research, Cronbach's alpha, which was developed by Lee Cronbach in 1951, is used to measure internal consistency.
The sources and measures of the construct used in the questionnaire are analyzed in this section. I feel there is a sense of human contact in the mobile ad. There's a sense of it. There are different types of scale measures, such as nominal scale, ordinal scale, interval scale, and ratio scale; however, only the nominal scale, the ordinal scale and the interval scale are used in this study.
DATA ANALYSIS
- Introduction
- Descriptive Analysis
- Demographic Profile and General Information
- Respondent Shopping Details
- Cross Tabulations
- Descriptive Statistics
- Reliability Analysis
- Inferential Analysis
- Multiple Linear Regressions
- Test of Significant
- Conclusion
In addition, there is a large number of respondents from Selangor with 43.5% (87 respondents) followed by 11% from Negeri Sembilan (N=22). In addition, 56% of respondents (113 respondents) have a tablet, which means more than half. As shown in Table 4.11 of the coefficients, it can be clearly shown that there is a significant relationship between the independent variables and the mediator.
In this study, there are 0.160 changes in attractiveness when there is a unit change in consumer purchase intent. Based on R Square's result, 65.2% of the variation in the dependent variable (consumer buying behavior) is influenced by the intermediary (consumer buying intent). Based on Table 4.6, the p-value of attractiveness is 0.005, which is below the significant level of 0.05; therefore H1 is accepted.
Based on Table 4.6, the p-value of reliability is 0.520 which is higher than the significant level of 0.05; therefore, H2 is rejected. Based on Table 4.6, the p-value of expertise is 0.319 which is higher than the significant level of 0.05; therefore, H3 is rejected. Based on Table 4.6, the p-value of social presence is 0.144 which is higher than the significant level of 0.05; therefore, H4 is rejected.
Based on Table 4.6, the p-value of user interface is 0.001 which is lower than the significant level of 0.05; therefore, H5 is accepted. Based on Table 4.6, the p-value of product usability is <0.001 which is lower than the significant level of 0.05; therefore, H7 is accepted. Based on Table 4.6, the p-value of consumer purchase intention is <0.001 which is lower than the significant level of 0.05; therefore, H8 is accepted.
DISCUSSION, CONCLUSION AND IMPLICATIONS
Introduction
Discussion on Objectives
- Discussion on 1 st Objective
- Discussion on 2 nd Objective
- Discussion on 3 rd Objective
In other words, the four independent variables are influencing the mediator, which is the consumer's purchase intention. The result has clearly shown that attractiveness, user interface, product price and product utility are influencing the effectiveness of mobile advertising on consumer purchase intention. The second objective set for this research is to develop a research model based on the S-O-R model that can identify the factors that influence the effectiveness of mobile advertising.
Therefore, a research framework is proposed by modifying the S-O-R model to achieve this objective. Based on the S-O-R model that was developed by Lee and Chen in 2021, five independent variables, also called 'stimulus', namely attractiveness, reliability, expertise, product utility and product price, are adopted. The organization (O) is replaced by the customer's purchase intention as it could fulfill the objectives.
The last objective created in this study is to analyze the factors used in the proposed research model. By performing those analyses, the result can be presented in the form of a table to facilitate the researchers to analyze that data. Therefore, each factor used in the proposed research framework in this research was analyzed using those data analysis tools.
In addition, the result found that people are more concerned about attractiveness, user interface, product price and product usability in mobile advertising. The same applies to the expertise of endorsers; it does not affect consumers. Consequently, the third objective is achieved by analyzing the factors used in the proposed research model.
Implication of Study
- Theoretical Implication
- Managerial Implication
By looking at the displayed result, the relationship between variables can be determined, as well as the significance of each hypothesis. The findings in this research study theoretically contribute to the scholarly and future research. The National Recovery Plan was implemented in these two years due to the outbreak of COVID-19 pandemic; there is no doubt that this is a trending issue that concerns many people.
This is because the pandemic has brought major changes to every party in Malaysia, which is the same for the changes in consumers. There is uncertainty in consumer behavior caused by the changing environment in society. Therefore, less research has been done to investigate the consumers' behavior under these specific circumstances.
As a result, the research that was conducted in this study is able to improve the understanding of the factors that influence consumers. In addition, this study can also serve as a reference for future research, with the latest data supporting the hypothesis; it is believed that it can help scholars and researchers to investigate in related fields. As the Malaysian government is implementing plans and incentives to move Malaysia into a digital society, it is making a big impact on the mobile advertising industry.
Therefore, mobile advertising is slowly becoming more critical for businesses as it is one of the main means of communicating with consumers. This study found that consumers are more concerned about attractiveness, user interface, product price, and product utility. In addition, the cost can be minimized to invite endorsers or celebrities as consumers are not much influenced by this factor.
Limitation of Study
- Lack Investigation on Consumers in Different Phases
- Sampling Bias
Therefore, businesses and those industry players can build a strategy based on those results to increase the effectiveness of mobile advertising. This is because it is a simple method of data collection that may require a short period of time and low budget. The collection method used in this research is the distribution of questionnaires to samples of researchers.
Convenience sampling is easy to perform; however, this may result in the sampling bias. By performing this method, it is not able to generalize the result to the whole population; therefore there is bias that occurs in the finding in this research. It is clear that it cannot be representative of this research's target population which is Malaysian and the result is biased due to the uneven distribution of questionnaire.
Recommendations
- Explore on Different Phases
- Avoid Convenience Sampling
Due to the sampling bias caused by convenience sampling, researchers should avoid it while conducting the relevant research when there is a longer duration and more resources available to complete the study. Therefore, it is recommended for the researchers to carry out other sampling methods such as random or stratified sampling. By using the random sampling method, researchers can select the participant randomly which means that everyone has an equal chance of being selected in the sample group.
In conclusion, both sampling methods are suitable for conducting relevant research, as they are able to study all four phases of the National Recovery Plan.
Conclusion
Die moets en moenies. https://www.thestar.com.my/news/nation mco-standard-operating- procedures-sops-the-dos-and-don039ts. 2021, vanaf https://www.mondaq.com/operational-impacts-and- strategy/1113268/covid-19-national-recovery-plan-regulations-amended.
