{"title":"FACTORS AFFECTING CONSUMERS’ ATTITUDE TO SMARTPHONE ADVERTISING IN HO CHI MINH CITY","authors":"Giao Nam Khanh Ha, Dung Thuy Thuy Do","doi":"10.35382/18594816.1.25.2017.115","DOIUrl":null,"url":null,"abstract":"This research is to examine factors affecting consumers’ attitude to smartphone advertising in Ho Chi Minh City by questioning 290 consumers. The methodologies of Cronbach’s Alpha, Exploratory Factor Analyzing (EFA) and linear multiple regressioning were used by SPSS program. The results show that there are five main factors affecting consumers’ attitude to smartphone advertising in Ho Chi Minh City, ordered by the decreasing level of importance: entertainment, informativeness, credibility, non- irritation, permission and control. From that, the research makes the suggestions to smartphone advertisers in order to improve customer service better.","PeriodicalId":21692,"journal":{"name":"Scientific Journal of Tra Vinh University","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2019-06-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Scientific Journal of Tra Vinh University","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.35382/18594816.1.25.2017.115","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
Abstract
This research is to examine factors affecting consumers’ attitude to smartphone advertising in Ho Chi Minh City by questioning 290 consumers. The methodologies of Cronbach’s Alpha, Exploratory Factor Analyzing (EFA) and linear multiple regressioning were used by SPSS program. The results show that there are five main factors affecting consumers’ attitude to smartphone advertising in Ho Chi Minh City, ordered by the decreasing level of importance: entertainment, informativeness, credibility, non- irritation, permission and control. From that, the research makes the suggestions to smartphone advertisers in order to improve customer service better.
京公网安备 11010802042870号
京ICP备2023020795号-1
分享
求助内容：
应助结果提醒方式：
扫码关注我们
