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Thanh Ha

PERCEPTION TOWARDS ONLINE


ADVERTISING & ITS
INFLUENCES CONSUMER
BEHAVIOR
OUTLINE OF RESEARCH
About Topic
Purposes
Research Questions
Introduction
Participants
Type of Research
Measures
Methodology
Analysis
Discussion
Findings &
Discussion
Summary
Conclusion
ONLINE ADVERTISINGS
INTRODUCTION
Views of
Students
toward
Online
Ads.
Disposition
Attitudes &
Perception
Its
Influences
on
Consumer
Behavior
Ways affect
purchase
behavior
Challenges when
encountering
RESEARCH QUESTIONS
1. What are the views of AEP students
about online advertisements?

2. In what ways have online advertising
influence consumer behavior of AEP
students?

METHODOLOGY
Participants: Intake 54 students in Advanced
Educational Program (AEP) in National
Economics University (NEU).
Type of research: Exploratory
Measurement : using Questionnaire
* Multiple-choice questions
* Frequency rate questions based on
Five-point scale
FINDINGS & DISCUSSION
41,38%
37,93%
20,69%
Favourable
What I like
Desirable
Attitudes toward E-Ads.
FINDINGS & DISCUSSION
0
20
40
60
80
100
Strongly Disagree
Somewhat Diagree
Neither Agree nor
Disagree
Somewhat Agree
Strongly Agree
Perceptions on Underlying Factors about E-Ads
FINDINGS & DISCUSSION
Response Percentage
Purchase some of the products and services so
advertised
15.83%
Use some of the products and services
30.22%
Only influences me to plan for their future
purchases
23.02%
It has no influence on me because the products and
services are too expensive
4.32%
It has no influence on me because I do not trust
online purchase
18.70%
I do not pay attention to online advertisings
7.91%
Total
100.00
How Online Advertising Influence on
Consumers
FINDINGS & DISCUSSION
Response Percentage
Erratic electricity supply 13.79%
Lack of access to Internet 24.14%
Services not provided as
advertised
55.17%
Fraud 27.59%
Products are delivered in bad
conditions
10.34%
Total 100.00
Challenges Consumers Encounter
While Patronizing Advertised
Products and Services on the Web
Response Percentage
Exactly like the details of Ad. Very
pleased
20.69%
Quite like the details of Ad. Not expect
too much
48.28%
Completely different from Ad. Seem to be
tricked
17.24%
Never having bought something like that
before
13.79%
Total 100.00
Quality of Products and
Services Bought through
Online Advertising
CONCLUSION
1. Students have positive disposition towards
growth potential of online advertising.
2. Students are more likely to have negative
perceptions toward online advertising.
3. Sometimes online advertising is useful
and informative.
4. Students use online advertising as a
service to aid in decision making.
5. The quality of services & products
advertised through online advertising is not
as students expect.
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