Paid internet advertising (PIA) and frequency of apps-buying decisions Insights from the retail enterprises in an emerging market

摘要

Purpose - Despite the tremendous advancement of information technology worldwide, a few attempts have been made to uncover the effectiveness of paid internet advertising (PIA) on consumers buying decisions for retail enterprises in emerging markets. The purpose of this paper is to examine the structural relationships between consumer self-confidence, perceived intrusiveness, continuance search intention, attitude towards PIA and frequency of apps-buying decisions.