CONSUMER ATTITUDE

Towards
ONLINE ADVERTISEMENT

Submitted by:
Manisha Mehta (18BSP1709)
Isha Sharma (18BSP1641)
Gopala Singhal (18BSP4141)
Rao Sarala (18BSP4169)
Kiran Negi (18BSP4155)
 Introduction
• Consumers’ attitudes are about an individual’s personal perception,
feelings, behavior and belief towards online advertising.
• The purpose of this research paper is to study the factors that affect
consumers’ attitude towards online advertising and their influence on
consumer’s informational responses.
 Problem Definition
• In traditional media, intrusiveness has been recognized as a leading
cause of advertising annoyance (Bauer & Greyser, 1968).
• First, we examine the effects of online advertising in general.
• Second, we investigate whether the particular type of ad affects
consumers’ retention levels of the website content, the ad content and
consumers’ perceived intrusiveness of the ad.
• Finally, we look at whether the congruency of the ad content (with the
hosting site) affects these same variables.
 RESEARCH OBJECTIVE
1. The research objective is to study about the attitude of consumers towards
the online advertising. The overall researches consist of four independent
variables which include credibility, informative, hedonism/pleasure, and
materialism.
2. The objective is to use these four yardsticks to identify and examine the
relationship between consumers’ attitude towards online advertising.
 To identify the relationship between the credibility of the online
advertisement and consumers’ attitude towards online advertising.
 To identify the relationship between the in-formativeness and consumers’
attitude towards online advertising.
 LITERATURE REVIEW
• The attitude of consumers is generally influenced by the type of
advertising exposure and the intensity of attention towards such
advertisements.
• An advertisement needs to be eye catching and attention seeking in
order to serve its purpose.
• It is of utmost importance for the manufactures and advertisement
agencies to identify the preference and expectation of consumers
towards advertising so as to equip themselves with the updated trends,
this will help them in deciding the advertisement content and design of
the advertisement.
Researches were conducted around the world on this aspect and the researcher
listed down review of such research works :
• Muhammed Sajid Rasool, Yasir Rafique and Md.Akram Naseem (2012) :
assessed the effects of advertisements on user behavior towards FMCG and
also assessed the perception and awareness of consumers in Lahore city. The
study found that consumers are more for media advertisements than compared
to banners and posters.
• Mohammad Naquibur Rahman (2014) : investigated the impact of
advertisements on consumer behavior in Saudi Arabia. Consumers with the
age group 18 – 24 were chosen for the study. The results revealed that
advertisements create a preference in consumer behaviors and the reliability of
the advertisements was a major factor. The study also found that repetition of
advertisements does not affect consumer choice and flash advertisements were
the preferred one.
• Long – Yi Lin (2015)studied the impact of advertising appeals and advertising
spokesperson on advertising attitudes. The statistical tools ‘t’ test and
Regression were applied. It is found that rational appeals were dominating than
emotional appeals in online advertisement.
QUESTIONAIRE
 Central Tendencies Measurement of Constructs
All constructs were assessed through a 5-
point-Likert-type scale ranging from “strongly
agree”(5) to “strongly disagree” (1)

SWLS2 has the highest mean among all the

constructs at 3.6000, this shows that the
average level of agreement on SWLS2 are
more towards “Agree”. On the other hand, the
lowest mean among all the constructs is
SWLS6 at 2.8000, which indicate that average
responses on SWLS6 are slightly more toward
“Neutral”. The remaining constructs have
similar level of agreement in which the mean
score are slightly towards “Agree”. Overall,
the average levels of agreement for all the
constructs are more on “Neutral” to
“Moderately agree”.
Pearson Correlation
Analysis
Based on the correlation matrix,
the p-value (sig.) of the correlation
between independent variables
(credibility, informative, pleasure,
and materialism) and the
dependent variable (attitude
toward online advertising) is less
than 0.01. This reflects that there
is a significant relationship
between them.
The positive value of correlation
coefficient indicated that the
relationships between each
independent variables and
dependent variable are positively
related. However, the strength of
the relationships is moderately, as
all the values of correlation
coefficient are not exceeding 0.5.
R square
Model Summaryb

Model R R Square Adjusted R Square Std. Error of the Estimate Durbin-Watson

1 .415a .172 .136 .724 2.263
a. Predictors: (Constant), SWLS7
b. Dependent Variable: Advertisement

R-Square is 0.172 which indicated that 17.2% of the variances in attitude toward online
advertising can be explained by SWLS7. In the meantime, 23.3% of the variances in
attitude toward online advertising are explain by unknown factors.
ANOVA
ANOVAb
Sum of
Model Squares df Mean Square F Sig.
1 Regression 2.505 1 2.505 4.780 .039a
Residual 12.055 23 .524
Total 14.560 24
a. Predictors: (Constant), SWLS7
b. Dependent Variable: Advertisement

ANOVA shows that the F-ratio value of 4.780 with a significance level of 0.039a
(p-value = .039), which is below 0.01. This indicated that there is a statistically
significant difference between the dependent variable (attitude towards online
advertising) and independent variables (SWLS7). Therefore, the overall model is
significance and the fitness of the model is considered high.
Resulted of Multiple Linear Regression Analysis Coefficients
Excluded Variablesb
Collinearity Statistics
Partial Minimum
Model Beta In t Sig. Correlation Tolerance VIF Tolerance
1 SWLS1 -.013 a -.063 .950 -.013 .917 1.091 .917
SWLS2 .136a .699 .492 .147 .971 1.030 .971
SWLS3 -.090a -.445 .661 -.094 .902 1.109 .902
SWLS4 .224a 1.188 .247 .246 .994 1.006 .994
SWLS5 -.196a -1.035 .312 -.215 1.000 1.000 1.000
SWLS6 .011a .056 .956 .012 .988 1.012 .988
SWLS8 .056a .290 .775 .062 .999 1.001 .999
SWLS9 .117a .607 .550 .128 .989 1.011 .989
SWLS10 -.290a -1.570 .131 -.317 .995 1.005 .995
a. Predictors in the Model: (Constant), SWLS7
b. Dependent Variable: Advertisement

the standardize coefficients (Beta) among the independents variables ranged from the weakest
relationship of 0.013 (between SWLS1 and attitude toward online advertising) to the strongest
relationship of 0.224 (between SWLS4 and attitude toward online advertising). Therefore, this shows
that the informative of online advertising has the strongest effect on overall consumers’ attitude
toward the online advertising. Whereas SWLS1 of online advertising has the lesser impact on the
overall consumers’ attitude towards the online advertising. “SWLS3” (0.090),“SWLS4” (0.224) are
ranked the SECOND and FOUR most important independent variables.
Regression Equation
Excluded Variablesb
Collinearity Statistics
Partial Minimum
Model Beta In t Sig. Correlation Tolerance VIF Tolerance
1 SWLS1 -.013a -.063 .950 -.013 .917 1.091 .917
SWLS2 .136a .699 .492 .147 .971 1.030 .971
SWLS3 -.090 a -.445 .661 -.094 .902 1.109 .902
SWLS4 .224 a 1.188 .247 .246 .994 1.006 .994
SWLS5 -.196a -1.035 .312 -.215 1.000 1.000 1.000
SWLS6 .011a .056 .956 .012 .988 1.012 .988
SWLS8 .056 a .290 .775 .062 .999 1.001 .999
SWLS9 .117 a .607 .550 .128 .989 1.011 .989
SWLS10 -.290a -1.570 .131 -.317 .995 1.005 .995
a. Predictors in the Model: (Constant), SWLS7
b. Dependent Variable: Advertisement

the multiple regression equation for the study is: Consumer’s attitude toward online
advertising = .100 +(- .013) SWLS1 + .136 SWLS2 + (-.090) SWLS3 + .224 SWLS4
+ (-.196) SWLS5 + .011 SWLS6 +.056 SWLS8 +.117 SWLS9 + (-.290)SWLS10
 Conclusion
In conclusion, descriptive analysis is use to analyze the respondents’
demographic profile. All the data collect through questionnaires were
measured on the central tendencies. Besides, and the Pearson
Correlation was used to measure the association between the all
constructs. Lastly, multiple regression analysis was used to analyze the
relationship between the independent variables and dependent
variables.

The results of all the finding were run using SPSS software, .