Browsing Journal Articles and research Publications by Subject "Perceived behavioural control"

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THE MODERATING EFFECT OF SUBJECTIVE NORMS, PERCEIVED BEHAVIOURAL CONTROL AND GENDER ON THE RELATIONSHIP BETWEEN ATTITUDE TOWARDS INTERNET ADVERTISING AND PURCHASE INTENTION OF UNIVERSITY STUDENTS IN KENYA

Robert Peter, Ogutu; Martin, Professor Ogutu; Lilly, Professor Njanja (Kabarak University, 2014-01)

Advertising through the internet is now an important source of consumer information as the number of internet users continues to increase. Internet usage trends and advertising in Kenya has been growing faster than any ...