Factors influencing consumer's attitudes toward mobile marketing in Vietnam
Abstract
The objective of this empirical study is to investigate the factors that
influence the youths’ attitudes toward mobile marketing in the Vietnamese
context. Based on findings from previous studies, impacts of two factors from
the Technology Acceptance Model (TAM), namely Perceived Ease of Use and
Perceived Usefulness, will be assessed. Furthermore, this paper also aims to
look into the relationship of certain factors from Theory of Reasoned Actions
(TRA) and Perceived Characteristics of Innovation theory (PCI) on young
consumer attitudes.
The framework employed in this study is adapted from prior research
article Antecedents of Consumer attitudes toward mobile marketing (Gao,
Rohm, Sultan, & Huang, Antecedents of Consumer attitudes toward Mobile
Marketing: A comparative Study of Youth Markets in the United States and
China, 2012)
The approach applied in this study is quantitative method, using
Structural Equation Modelling to confirm the suggested hypotheses and the
impact of each of these factors on attitudes of 301 participating respondents.
The results have shown that only three out of the original six factors tested have
significant contribution to attitudes toward mobile marketing. They are concern
for privacy and consumer’s level of innovativeness and perceived ease of use
from technology acceptance model, of which level of innovativeness and
perceived ease of use have greater impact on the attitudes