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

• Main Authors: Lee, Kheng Nee., Soh, Tiong Bee., Gin, Edmund Hoon Aik.
• Other Authors: Low, Peter Issac Siow Siam
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business
• Online Access: http://hdl.handle.net/10356/11134
• Institution: Nanyang Technological University

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.