Exploratory study of media buying behaviours : a non-store retailing comparative study.
Lee, Kheng Nee.
Soh, Tiong Bee.
Gin, Edmund Hoon Aik.
Date of Issue2000
College of Business (Nanyang Business School)
This research explores in-home buying behaviour across two different mediums, television and the Internet. It examines the behaviour by variables namely, perceived risk, perceived convenience and likelihood of purchase across different demographic and psychographic groups.
Final Year Project (FYP)
Nanyang Technological University