Exploratory study of media buying behaviours : a non-store retailing comparative study.

• المؤلفون الرئيسيون: Lee, Kheng Nee., Soh, Tiong Bee., Gin, Edmund Hoon Aik.
• مؤلفون آخرون: Low, Peter Issac Siow Siam
• التنسيق: Final Year Project
• منشور في: 2008
• الموضوعات: DRNTU::Business
• الوصول للمادة أونلاين: http://hdl.handle.net/10356/11134

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.