臺灣博碩士論文加值系統

行動電話廣告，是目前最熱門的行動廣告方法之一；特別是，以廣告訊息呈現。本研究目的，欲瞭解越南消費者，使用行動電話廣告的態度原因，並且探討對購買決策影響。本研究以量化問卷資料，研究上述問題，共有293受測樣本。本研究利用信、效度分析與因素分析，針對廣告特色，如娛樂性、資訊性、惱人性與可信性，研究分析結果證實，上述廣告特色，對於越南消費者，行動電話廣告使用態度，有顯著影響，尤以資訊性特色，更形重要；同時發現，越南消者行動電話廣告的使用態度與購買決策，呈現正相關。行銷實務上，本研究建議行銷人員，傳遞行動電話廣告，應先獲得行動電話使用者允諾後，再傳送行動電話廣告訊息。

Mobile advertising is one of the most popular tools among varied types of electronic commerce, the form of advertising messages in particular. The purpose of this study is to define the factors affecting Vietnamese consumer attitude toward mobile advertising and to investigate the subsequent impact on consumer buying decision. Quantitative questionnaire is used to distribute to 293 respondents. The method of this study includes reliability, factor analysis, regression, t-test, one way analysis of variance. The finding shows that four factors related to attributes advertising including entertainment, informativeness, irritation and credibility have significant impacts on consumer attitude toward mobile advertising. Additionally, the informativeness is the most important. The study also demonstrates a positive relationship between Vietnamese consumer attitudes toward mobile advertising and buying decision. For managerial implication, this study suggests that marketers should send advertising messages with allowance of consumers.

ABSTRACT i
摘要 ii
Acknowledgement iii
Table of Content iv
List of tables vii
List of figures viii
1. INTRODUCTION 1
1.1 Research background 1
1.2 Motivation 3
1.3 Purpose 4
1.4 Research procedure 5
1.5 Research structure 5
2. LITERATURE REVIEW 7
2.1 Mobile industry 7
2.1.1 Overview the global mobile industry 7
2.1.2 Global Mobile Advertising 8
2.1.3 Vietnam Mobile industry 9
2.2 Mobile advertising 12
2.3 Attitude toward mobile advertising 14
2.4 Entertainment 16
2.5 Informativeness 18
2.6 Irritation 20
2.7 Credibility 22
2.8 Consumer buying decision 23
2.8.1 Consumer buying behavior 23
2.8.2 Consumer buying decision making 24
2.8.3 The influence of attitude on consumer buying decision 25
3. METHODOLOGY 27
3.1 Research design 27
3.1.1 Model of study and research hypothesis 27
3.1.2 Questionnaire design 29
3.1.3 Pilot survey 31
3.1.4 Survey instrument 32
3.1.5 Data collection and sampling 33
3.2 The method of statistic analysis 33
3.2.1 Descriptive Statistics 34
3.2.2 Reliability and validity 35
3.2.3 Factor analysis 35
3.2.4 Multiple Regression analysis 37
3.2.5 Analysis of Variance (ANOVA) 37
4. RESULTS AND DISCUSSION 39
4.1 The results of data analysis 39
4.1.1 Missing data 39
4.1.2 Consumer demographics 39
4.1.3 Reliability Test 45
4.1.4 Factor Analysis 47
4.1.5 The results of regression analysis 52
4.1.6 The results of t-test and ANOVA by personal profile 55
4.2 Discussion 57
5. CONCLUSION 61
5.1 Summary and contributions 61
5.2 Managerial Implications 62
5.3 Limitation and future research 65
References 66
Appendix A 78
Appendix B 83

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