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Factors affecting the acceptance of mobile advertising for consumers' purchase intentions in vietnam: a case study in Ho Chi Minh city

Chia sẻ: ĐInh ĐInh | Ngày: | Loại File: PDF | Số trang:18

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With the rapid development of mobile operating systems and mobile networks, Vietnamese people are more and more attached to mobile phones in their work and life. Therefore, in order to reach more customers at a lower cost, marketers should create mobile ads that are entertaining, useful and avoid annoying and annoying interactions. The model proposes the premise of attitudes (entertainment, stimulation, and usefulness) and its effect on ad acceptance and intent to purchase. Based on data collected from 229 students and employees in Ho Chi Minh City and the PLS analysis method, the results show that attitudes toward.

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Nội dung Text: Factors affecting the acceptance of mobile advertising for consumers' purchase intentions in vietnam: a case study in Ho Chi Minh city

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