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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!