Response to Internet Advertising among Malaysian Young Consumers/RÉPONSE À LA PUBLICITÉ SUR INTERNET PARMI LES JEUNES CONSOMMATEURS MALAISIENS
Bibliographic record
Abstract
This study examines how young consumers perceive the Internet as an advertising medium. It explores their Internet usage, attitudes toward Internet advertising, beliefs about Internet advertising, Internet advertising effectiveness, online purchasing patterns, and their preference between Internet and traditional advertising. Research findings show that the young consumers are moderate users of the Internet and that they have a positive attitude and overall liking of Internet advertising. They are able to recall about half of the brand names seen on the Internet. However, at least half of them still prefer traditional advertising media and their propensity to buy online is very low. The present study has also examined the differences between male and female consumers in terms of their attitudes toward online advertising. Key words: Internet advertising; online purchase patterns; young consumers; MalaysiaRésumé: Cette étude examine comment les jeunes consommateurs perçoivent l'Internet en tant qu'un support publicitaire. Elle étudie leur utilisation d'Internet, leurs attitudes vis-à-vis de la publicité sur Internet, leurs avis de la publicité sur Internet, l'efficacité de la publicité sur Internet, les habitudes d'achat en ligne et leur préférence entre la publicité sur Internet et la publicité traditionnelle. Les résultats de recherche montrent que les jeunes consommateurs sont les utilisateurs modérés d'Internet et qu'ils ont une attitude positive et un intérêt global de la publicité sur Internet. Ils sont capables de rappeler environ la moitié des noms de marque vus sur Internet. Cependant, au moins la moitié d'entre eux préfèrent encore les supports publicitaires traditionnels et leur propension à acheter en ligne est très faible. La présente étude a également examiné les différences entre les consommateurs masculins et les consommateurs féminins en termes de leurs attitudes envers la publicité en ligne.Mots-Clés: publicité sur Internet; modèle d'achat en ligne; jeunes consommateurs; Malaisie
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.000 | 0.001 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.000 | 0.000 |
| Science and technology studies | 0.000 | 0.000 |
| Scholarly communication | 0.001 | 0.000 |
| Open science | 0.000 | 0.000 |
| Research integrity | 0.000 | 0.000 |
| Insufficient payload (model declined to judge) | 0.002 | 0.001 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".