Paper Title
The Consumer’s Attitude Regarding Online Advertising in Hong Kong

The online advertising is a profitable industry in Hong Kong. The effectiveness of the online advertising is crucial to the various companies. So, the determinants of consumer's attitude are very important. The purpose of this study is to investigate the determinants of consumers’ attitude towards advertising among tertiary students in a high education institution in Hong Kong. A total of 100 undergraduate marketing students take part in this research. The results show that informative, hedonic/ pleasure and good for economy positively relates to consumers’ attitude towards advertising. Index Terms - Online Advertising, Consumer Attitude, Undergraduate