Influence of Online Advertising to the Purchasing Behaviour of Professionals in Usm, Kabacan Cotabato
INTRODUCTION
Significance of the Study
The number of internet users is on the rapid rise worldwide and is used by people of all age and types. The term online advertising relates to advertising online, or advertising over the international network. In practice, online advertising is about getting a website in front of the people who are interested to the introduced product or service. Since the 1990s, the number of people who used the Internet has increased drastically. Throughout the world, the number of Internet users was about 160 million in 1998. According to the study from International Data Corp (IDC), more than 600 million people will have accessed the Internet globally by the end of 2002 and spent more than US$1 trillion buying goods and services online (Straits Time, 2002). The Gartner Group estimates that the scale of the e- commerce market will be about $7.3 trillion in 2004, the Internet has been the emergent media with a greater developing potential than radio, TV and cable TV.
Through the Internet, businesses provide commodity and service information to attract the consumer’s attention, cause their interest, arouse their purchasing desire and bring about purchasing action, which is called the AIDA mode. It is expected to make consumers purchase or get the commodity or service to meet their needs over the shortest possible time and at the lowest cost, and maximize benefits for businesses. Different from other Medias, the particular features of the Internet call for special attention in marketing programs for its vitality and its influence on consumers.
People will establish faith, attitude and impression by action and reflection, which will influence their purchasing behaviors. The impression felt by individuals will impact on one’s behavioral decision (Kotler, 2003). Some scholars apply this concept in the retail field. For example, Kunkel & Berry (1968), Lindquist (1974) and Hansen & Deutscher (1977) explore the influence of web site
Significance of the Study
The number of internet users is on the rapid rise worldwide and is used by people of all age and types. The term online advertising relates to advertising online, or advertising over the international network. In practice, online advertising is about getting a website in front of the people who are interested to the introduced product or service. Since the 1990s, the number of people who used the Internet has increased drastically. Throughout the world, the number of Internet users was about 160 million in 1998. According to the study from International Data Corp (IDC), more than 600 million people will have accessed the Internet globally by the end of 2002 and spent more than US$1 trillion buying goods and services online (Straits Time, 2002). The Gartner Group estimates that the scale of the e- commerce market will be about $7.3 trillion in 2004, the Internet has been the emergent media with a greater developing potential than radio, TV and cable TV.
Through the Internet, businesses provide commodity and service information to attract the consumer’s attention, cause their interest, arouse their purchasing desire and bring about purchasing action, which is called the AIDA mode. It is expected to make consumers purchase or get the commodity or service to meet their needs over the shortest possible time and at the lowest cost, and maximize benefits for businesses. Different from other Medias, the particular features of the Internet call for special attention in marketing programs for its vitality and its influence on consumers.
People will establish faith, attitude and impression by action and reflection, which will influence their purchasing behaviors. The impression felt by individuals will impact on one’s behavioral decision (Kotler, 2003). Some scholars apply this concept in the retail field. For example, Kunkel & Berry (1968), Lindquist (1974) and Hansen & Deutscher (1977) explore the influence of web site