Customer's attitudes towards mobile advertising of Vietnam enterprises

70 5.338 .000 H4 Incentive 1.615 -.107 -1.874 .063 H5 Irritation 1.149 .273 5.656 .000 consistent with study results about attitudes towards mobile advertising by Ducoffe (1996), Tsang et al (2004) Humayun et al (2006), Le & Nguyen (2014) and Sheikh Majedul Huq et al (2015). These studies confirms that in order to create positive attitudes towards mobile advertising, the advertisements should be impresive with trust, credibility and promote the purchasing decision behaviour. Hypothesis 3 Thishypothesis supposes thatInformativeness of advertising has a positive influence on Customer's atti- tude towards mobile advertising of the business. This hypothesis is proven because the p-value is 0.000 which is less than the value of 0.05. This result is con- sistent with study results about attitudes towards mobile advertising by Ducoffe (1996), Tsang et al (2004) Humayun et al (2006),Dawar & Kothari (2014), Le & Nguyen (2014) and Sheikh Majedul Huq et al (2015). These studies confirms that in order to create positive attitudes, the advertisements on mobile devices need to avoid offensive, provide updated infor- mation to help customers select products, deliver the necessary, adequate and timely information, and pay attention to personalization of the advertisements. Hypothesis 4 Hypothesis 4 was argued to propose a positive rela- tionship between Incentive and Customer's attitude towards mobile advertising. However, the result does not support this hypothesis because the p-value is much larger than 0.05 (p = 0.063).Even though the hypothesis have been proven in many areas in previous studies by researchers around the world, the results of the analysis shows that this hypothesis is not appropri- ate for the specific conditions in Vietnam. Hypothesis 5 In hypothesis 5, Irritation is supposed to have a positive effect on Customer's attitude towards mobile advertising.This hypothesis is proven because the p- value is 0.000 which is less than the value of 0.05. This result is consistent with recent study of Sheikh Majedul Huq et al. (2015) in Bangladesh. The study of Sheikh Majedul Huq et al. shows that in order to cre- ate positive attitudes, the advertisements on mobile devices need to avoid negative reactions. The adver- tisement contents should be moderate, easy to under- stand and attract the attention of customers. 5. Conclusion and Recommendations In this study, we develop and test a model of the factors affecting Customer's attitude towards mobile advertising in the Vietnam enterprises by proposing and analysising five factor groups affecting attitudes towards mobile advertising.The result shows that entertaining, credibility, informativeness and irritation have a positive impact on attitudes towards mobile advertising; in which, informativeness has the greatest impact and the credibility has a the smallest impact on customer attitudes towards mobile advertising (Table 5). The results of this study have theoretical and prac- tical meanings. Standing on the point of theoretical studies, the results provide experimental evidence about the factors affecting customer attitudes towards mobile advertising. On the pratical meaning, firstly, this study confirms mobile advertising is a effective and promising form of advertising, Vietnam enterprises should actively study and apply to promote the products, services and their brands. Secondly, the implementation of advertising in general, mobile advertising in particular needs to cre- ate trust and credibility for the receivers.Advertising contents should be developed impressively in order to motivate customers to select and purchase of goods and services of the business. Thirdly, it is necessary to use flexible ways and means of advertising, as well as focus on content and designing form to make customers excited and satis- factory. The advertisements should create a sense of comfort (in content, time,...), pay attention to the emo- tional satisfaction of the customers. Fourthly, the advertisements should deliver neces- sary, quality and timely information of products, serv- ices and promotions ... to customers and the design should focus on personalization and individualization for each customer. Fifthly, the advertising message should be free, not forced to act which make customers excited, not annoying. Do not to use offensive contents, words and images causing discomfort to customers. In addition, like other forms of advertising, mobile advertising should be considered, made a specific plan, monitored and evaluated the effectiveness. Mobile advertising is not only appropriated to mobile phones but can also be applied in many different media, such 54 Journal of Trade Science JOURNAL OF TRADE SCIENCE ’S JTS as mobile devices or the Internet because of the fact that final goal of the advertisers is to gain profits from customers who decide to buy products and services. Enterprises, using only one or two advertising media, often find it very difficult to keep and maintain the loy- alty of existing customers and attract target customers. Besides, it is also easy for them to lose customers into the hands of competitors using the extensively media to advertise with dense frequency and high impact intensity. Though these acheived results, the study has some limitations that may be continue to improve in future studies: - Firstly, although the study sample is performed on a national scale in Vietnam, the number of sample is still less and mostly custumers of businesses in major cities, therefore, the accuracy of study results are lim- ited. If future studies can survey a larger sample quan- tity and diversity of customers with demographic crite- ria in various business objects, the results will be more accurate. - Secondly, customer attitudes towards mobile advertising is a new and frequently changing problem, the results of this study ony detect some certain influ- enced factors, not all of factors affecting the atti- tudes.Future studies may propose and develop new models to point out other factors affecting customer attitudes towards mobile advertising in Vietnam enter- prises. - Finally, the survey questions mainly use Likert scale (five points), therefore, it can not collect suffi- cient information on the studied factors. Future studies could use more variety of questions in order to get the full data with higher reliability. References: 1. Aaker, D.A., Kumar, V., & Day, G.S. (2001). Marketing Research. 7th Ed., John Wiley & Sons, New York. 2. Alwitt, L.F., and Prabhaker, P.R. (1994). 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Journal of Advertising Research, 34,1 (1994), 35-53. 20. Rohm, A.J., Gao,T.,Sultan, F.& Pagani, M. (2012). Brand in the Hand: A Cross Market Investigation of Consumer Acceptance of Mobile Marketing. Business Horizon, 55 (5), 485-493 21. Saeed, R., Lodhi, R. N., Khan, M. Z., Akbar, A., Mahmood, Z., & Ahmad, M. (2013). Consumer Attitude Towards Advertisement via Mobile. World Applied Sciences Journal, 26(5), 672-676. Summary Do quaûng caùo treân di ñoäng ñang ngaøy caøng trôû thaønh hình thöùc quaûng caùo quan troïng trong vieäc quaûng baù saûn phaåm, dòch vuï, neân vieäc nghieân cöùu caùc yeáu toá taùc ñoäng tôùi thaùi ñoä khaùch haøng ñoái vôùi quaûng caùo treân di ñoäng ngaøy caøng trôû neân caàn thieát ñoái vôùi caùc doanh nghieäp. Nghieân cöùu ñaõ ñi saâu phaân tích vaø chæ ra caùc yeáu toá quyeát ñònh thaùi ñoä khaùch haøng ñoái vôùi quaûng caùo treân thieát bò di ñoäng cuûa caùc doanh nghieäp Vieät Nam bao goàm tính giaûi trí, söï tin töôûng, khaû naêng thoâng tin vaø söï kích thích. Treân cô sôû keát quaû nghieân cöùu, taùc giaû ñaõ ñöa ra caùc khuyeán nghò ñoái vôùi doanh nghieäp Vieät Nam trong vieäc xaây döïng vaø trieån khai caùc keá hoaïch quaûng caùo noùi chung, quaûng caùo treân di ñoäng noùi rieâng, goùp taêng hieäu quaû quaûng caùo, ñaùp öùng nhu caàu vaø mang laïi söï haøi loøng cho khaùch haøng. 56 Journal of Trade Science JOURNAL OF TRADE SCIENCE ’S JTS TRAN HOAI NAM 1. Personal Profile: - Name: Tran Hoai Nam - Date of birth: 5 th September 1975 - Title: PhD - Workplace: Thuongmai University - Position: Lecturer 2. Major research directions: - Electronic commerce (e-commerce), knowledge management, e-commerce systems, e- learning 3. Publications the author has published his works: - Vietnam Industry and Trade Review - Trade Science Review