Factors influenceing young consumers' attitide towards mobile advertising in Ho Chi Minh city : A study of mobile advertising via sms
Abstract
This research is carried out with the aim of identifying factors influencing on
young consumers‘ attitude towards mobile advertising in Ho Chi Minh City: a study of
mobile advertising via SMS. Besides, it also has two other purposes that are measuring
the level of such influence and giving recommendations for online business owners to
improve their business performances.
The research was conducted with the timeline from January to April, 2014 in Ho Chi
Minh City. The literature review with relevant important concepts, definitions and former
papers suggested the model
After collecting primary data from 200 respondents and processing those data by SPSS
with descriptive statistics, reliability test, factor analysis, multiple regression analysis,
the researcher found that there were four factors having effect on attitude towards mobile
advertising. They are Informativeness, Entertainment, Irritation, Credibility. Furthermore,
specific level of influence of each influent factor was identified.
Although this study has some limitations, it can still contribute some practical
implications and recommendations in order to improve such factors as well as attitude
towards mobile advertising so that marketers and business owners can have better
performance and earn higher revenues.