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Title: Exploratory study of media buying behaviours : a non-store retailing comparative study.
Authors: Lee, Kheng Nee.
Soh, Tiong Bee.
Gin, Edmund Hoon Aik.
Keywords: DRNTU::Business
Issue Date: 2000
Abstract: 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.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)

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