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Vietnamese Consumer Attitudes towards Smartphone Advertising KCI 등재 SCOPUS
This research examines four specific objectives: (1) identifying factors that affect Vietnamese consumer attitudes towards smartphone advertising, (2) measuring the level of impact of the factors, (3) testing the difference of attitudes among groups of consumers with different characteristics in terms of gender, age, income, and academic level, and (4) proposing some managerial implications to have better Vietnamese consumer attitudes towards smartphone advertising. The study uses the online survey form via e-mail and Facebook in a convenience sampling method; the subjects surveyed are between the ages of 18 and 35, and all are in urban areas in Vietnam, and are using smartphones and accessing the internet and other phone applications. A sample of 490 respondents were valid and used for processing. The study employs a combination of qualitative and quantitative methods to analyze exploratory factors and linear multiple regression. The results reveal that there are five main factors affecting Vietnamese consumer attitudes towards smartphone advertising positively, arranged by reduced importance: entertainment, informativeness, credibility, non-irritation, permission and control. From that, the study offers some managerial suggestions for smartphone advertisers to improve their strategies and tatics to enhance their customer service, so that the smartphone advertising can attract people and help Vietnamese consumer in their buying behavior.
1. Introduction
2. Literature Review
2.1. Concept of Smartphone Advertising
2.2. Attitude towards Smartphone Advertising
2.3. Proposed Research Model
3. Research Results
3.1. Characteristics of Survey Samples
3.2. Assessing the Reliability of the Scale
3.3. Exploratory Factor Analysis - EFA
3.4. Linear Regression Model
3.5. Difference Testing
4. Managerial Implication and Conclusion
4.1. Managerial Implications
4.2. Conclusion
4.3. Limitations of the Research
References
