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Thanh Ha

PERCEPTION TOWARDS ONLINE

ADVERTISING & ITS

INFLUENCES CONSUMER

BEHAVIOR

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OUTLINE OF RESEARCH

About Topic

Purposes Research Questions

Introduction

Participants

Type of Research Measures

Methodology

Analysis

Discussion

Findings &Discussion

SummaryConclusion

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ONLINE ADVERTISINGS

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INTRODUCTION

Views ofStudentstowardOnlineAds.

Disposition

Attitudes &Perception

ItsInfluences

onConsumerBehavior

Ways affectpurchasebehavior

Challenges whenencountering

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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?

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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

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FINDINGS & DISCUSSION

0

20

40

60

80

100

Strongly Disagree

Somewhat Diagree

Neither Agree norDisagree

Somewhat Agree

Strongly Agree

Perceptions on Underlying Factors about E-Ads

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FINDINGS & DISCUSSION

Response

Percentage

Purchase some of the products and services so

advertised 15.83%

Use some of the products and services30.22%

Only influences me to plan for their future

purchases

23.02%

It has no influence on me because the products and

services are too expensive4.32%

It has no influence on me because I do not trust

online purchase18.70%

I do not pay attention to online advertisings7.91%

Total100.00

How Online Advertising Influence on

Consumers

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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 100.00Challenges 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

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CONCLUSION

1. Students have positive disposition towardsgrowth potential of online advertising.

2. Students are more likely to have negativeperceptions toward online advertising.

3. Sometimes online advertising is usefuland informative.

4. Students use online advertising as aservice to aid in decision making.

5. The quality of services & productsadvertised through online advertising is notas students expect.

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THANK YOU FOR LISTENING!