Perception of internet users and marketers on internet marketing activities: Malaysia perspective

Abstract

The main objective of this research is to study the perception of internet users and marketers on internet marketing in terms of communication, distribution and transaction activities in Malaysia. The data were analysed based on mean and standard deviation using SPSS. To test the model fit, all the data were analysed using AMOS. Two group of samples were collected, internet users and marketers. One hundred samples from each group were collected. The analysis of internet user and marketer's sample shows that even it is not a perfect fit model, however, this study shows that communication, transaction and distribution factors have positively impact on the internet marketing.