The The Influence of Multimedia Features, Content Features and Picture Features in Online Advertising on Customer Purchase Intention towards Goods or Services


  • Leong May Li University Tunku Abdul Rahman
  • Ng Jeng Wah University Tunku Abdul Rahman


Online advertising, customer purchase intention, multimedia features, content features and picture features


This study investigates online advertising related relationships among multimedia features (MF), content features (CF) and picture features (PF) towards customer purchase intention (CPI) of goods or services.  An online questionnaire is distributed to 200 respondents for collecting data. SPSS Statistic System is used to analysis the research data including descriptive analysis, reliability test, Pearson correlation coefficient and multiple linear regression. Analysis results show that MF, CF, and PF have a positive relationship toward customer purchase intention.  There are some limitations of this study and recommendations for future researchers are stated in the report. Therefore, solutions to enhance the problems is provided for future researchers.


Download data is not yet available.


Ahmed,A.Y.M. 2017. The Impact of Exposure to Advertisement Online on Purchase Decision Empirical Study of Saudi Customers in Western Region. International Journal of Academic Research in Business and Social Sciences 2017,7(7).

Bonett, D. G., & Wright, T. A. (2015). Cronbach’s alpha reliability: Interval estimation, hypothesis testing, and sample size planning. Journal of Organizational Behavior, 36(1), 3–15.

Chai, K. Y. S., Li, Y. Y., Lim, W. L., & Ong, S. P. (2018). Factors influencing consumer satisfaction in online shopping (Doctoral dissertation, UTAR).

Chin, W. W. (1998). The partial least squares approach for structural equation modeling. In G. A. Marcoulides (Ed.), Modern methods for business research (pp. 295–336). Lawrence Erlbaum Associates Publishers.

Dynamic Digital Advertising. (n.d.). Multimedia Advertising. Retrieved from

El-zoghby,N.A., El-Samadicy,A.M. & Negm,E.M. (2021). Measuring the Impact of Social Media Advertising Content on Consumers’ Purchasing Intention towards Health and Beauty Products Online. Journal of Alexandria University for Administrative Science, 58(2).

Gallagher,K., Foster,D. & Parsons,J. (2001). The Medium Is Not the Message: Advertising Effectiveness and Content Evaluation in Print and on the Web.

Goyal,R. (2014). A Study on Purchase Intentions of Consumers towards Selected Luxury Fashion Products with special reference to Pune Region.

Hisam, M. Z. B. B., Shafwan, S. B., Azlan, M. B. I. B. N., Suffian, M. A. A. B., & AHMAD, P. R. B. (2020). Factors Influence Customer Satisfaction in Online Food Delivery Services.

Hsu,T. (2019).The Advertising Industry Has A Problem: People Hate Ads.


Hussain,S., Li,Y. & Li,W. (2021). Influence of Platform Characteristics on Purchase Intention in Social Commerce: Mechanism of Psychological Contracts. Journal of theoretical and applied electronic commerce research, 16(1).

Jha, G. (2015, April 27). 6 Sampling Techniques: How to Choose a Representative Subset of the Population. Retrieved from representative-subset/

Khong,K.W. (2010). Online Advertising: A Study of Malaysia Consumers.

Madrigal, D. &. (2012). Strengths and Weaknesses of Quantitative and Qualitative Research. UXmatters.

McLeod, S. (2014). Simple Methods. Retrieved from

Meersseman,E., Geuens,M. & Vermeir,I. (2021). Take a Bite! The Effect of Bitten Food in Pictures on Product Attitudes, Purchase Intentions, and Willingness to Pay.

Mirabi,V., Akbariyeh,H. & Tahmasebifrad,H. (2015). A Study of Factors Affecting on Customer Purchase Intention. Case Study: The Agencies of Bono Brand Tile in Taiwan. Journal of Multidisciplinary Engineering Science and Technology (JMEST), 2(1).

Mishra,A. & Mahalik,D.K. (2017). Impact on Online Advertising on Consumers.

International Journal of Advanced Research (IJAR).

Mukaka, M. M. (2012). A guide to appropriate use of correlation coefficient in medical research. Malawi Medical Journal, 24(3), 69-7

Munoz, A. M., & Civille, G. V. (1992). The spectrum descriptive analysis method. Manual on descriptive analysis testing for sensory evaluation, 13.

Ortiz,D. (2022). 10 Characteristic of Effective Advertising. Retrieved from advertising.

Sekaran, U. &. (2012). Research methods for business: A skill building. Chichester, West Sussex: John Wiley & Sons, Inc.

Stephanie. (2017, October 15). Sampling Frame/Sample Frame. Retrieved from

Techopedia. (2018, April 30). What is online advertising? Retrieved from

Willner,M. (2018). New Data On Why People Hate Ads: Too Many, Too Intrusive, Too Creepy.

Yan,R.H. (2009). Influencing Factors of Online Advertising towards Consumer Purchase Intention.

Yonus,S., Rasheed,F. & Zia,A. (2015). Identifying the Factors Affecting Customer Purchase Intention. Global Journal of Management and Business Research: A Administration and Management, 15(2).

Zikmund, W. G. (2003). Sample designs and sampling procedures. Business research methods, 7(2), 368-400.

Zikmund, W. G., Babin, B. J., Carr, J. C., and Griffin, M. (2013). Business Research Methods (9th Edition). Cengage Learning.