The Examination of Consumer’s Perceptions of Perceived Benefits towards the Intention to Continue Seeking the Online Advertising

Abstract

In connection with media-based necessities and new technology, one mass communication type, which is based on traditional advertising forms but builds up its strategy of communication, is referred to as online advertising. Generally, it is associated with conveying ads to users of internet/online through email, websites, smartphones that empower the internet, and software that supports advertising. This study focuses on factors generating customer loyalty or intention to continuously seeking online advertising, such as services and product customization, convenience, and cost-saving. The data collection was chosen for the research survey, dividing questionnaires, and employing Free Scale Semiconductors among students as the sampling of customers. The questionnaire data were analyzed by using SPSS software. After analyzing the data, the behavior of customers towards online advertising for purchasing a product in Malaysia was shown. Furthermore, the result showed that all three factors had a positive correlation with the intention of customers to continue seeking online advertising. This research enhances the mechanism in anticipating customer loyalty toward online advertising through the cost-saving, convenience, and customization benefits. Future research may expand the study by including the actual purchasing behavior of customers upon online advertising exposure.