Exploring the impacts of e-commerce advertising on consumer purchase intention in Klang Valley

Lim, Qi Yi (2024) Exploring the impacts of e-commerce advertising on consumer purchase intention in Klang Valley. Final Year Project, UTAR.

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Abstract

There are two main purposes of this study, the primary is to examine the impacts of various ecommerce advertising methods that will influence consumers’ purchase intention in Klang Valley. The impacts include influencer attractiveness, content, and visuals. The secondary is to compare which e-commerce advertising method is the best around Klang Valley in the current digitalize phase which are short-form video advertising, influencer advertising, and livestream advertising. This study explores how businesses, particularly SMEs, struggle to use effective e-commerce advertising to increase customer engagement and purchase intentions considering the constraints of social media and online platforms. It aims to identify the most cost-effective advertising strategies for increasing sales and brand recognition in order to bridge the performance gap caused by ineffective digital marketing strategies. There are a total of 388 questionnaire responses will be collected from respondents with convenient sampling and snowballing techniques. Following, the data will be analyzed using Statistical Packages for Social Science (SPSS) to measure the central tendency and structure the demographic analysis. Furthermore, Sparse Partial Least Squares (SPLS) will be utilized for significance analysis to determine the impact and identify the most effective e-commerce advertising methods. The analysis result has shown that every listed hypothesis achieve positive relationships and influencer advertising is named as the best e-commerce advertising method throughout the research. In order to help companies maximize marketing efforts and improve customer engagement, this study investigates how e-commerce advertising methods impact consumer decision making. The significance of the research also assists marketers to enhance the online shopping experience as it provides insights that could guide businesses to align their strategies with consumer preferences. Keywords: Impacts. E-commerce, E-commerce Advertising Method, Consumers’ Purchase Intention, E-commerce Strategies

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