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研究生:阮高蓮福
研究生(外文):Nguyen Cao Lien Phuoc
論文名稱:AN EMPIRICAL RESEARCH OF THE VIETNAMESE AUDIENCE’S RESPONSE TOWARD TELEVISION ADVERTISING
論文名稱(外文):AN EMPIRICAL RESEARCH OF THE VIETNAMESE AUDIENCE’S RESPONSE TOWARD TELEVISION ADVERTISING
指導教授:陳正男陳正男引用關係
指導教授(外文):Cheng-Nan Chen
學位類別:碩士
校院名稱:南台科技大學
系所名稱:企業管理系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
畢業學年度:98
語文別:英文
外文關鍵詞:attitude toward TV advertisingintention to receive TV advertisingbehavior toward TV advertisingattitude toward TV advertisingintention to receive TV advertisingbehavior toward TV advertisingattitude toward TV advertisingintention to receive TV advertisingbehavior toward TV advertising
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ABSTRACT
The development of technology gives the advertiser more efficient, strong and attractive opportunity. TV advertising has attracted a great deal of attention in recent years in Vietnam.
The purpose of this study is to examine factors that affect customer attitudes toward TV advertising and identify the relationship among: customer attitude toward TV advertising, customer intention to receive TV advertising and behavior toward TV advertising. This study also investigates difference factors that affect audience’s responses toward TV advertising under difference Vietnamese group audiences. A total of 916 audiences from three regions in Vietnamese market were recruited accidentally to participate in this study.
The study demonstrated that TV Advertising contents (entertainment, Informativeness, irritation, credibility) and social role have an effect on audience responses toward TV advertising. The study also asserts the theory of Melody M. Tsang, Shu-Chun Ho, and Ting-Peng Liang (2004), Fishbein and Ajzen (1975) that attitude toward TV advertising predicted intention to receive TV advertising and behavior toward TV advertising. Lastly, this study investigates that there are exist the different audience responses under different audience demography, message frequency and region. In sum, the Vietnamese audience responses for TV ads were studied. This research consolidated theory of audience’s responses toward advertising. Moreover, it’s useful and meaningful for marketers when they apply TV advertising campaign in Vietnam market.
ABSTRACT
The development of technology gives the advertiser more efficient, strong and attractive opportunity. TV advertising has attracted a great deal of attention in recent years in Vietnam.
The purpose of this study is to examine factors that affect customer attitudes toward TV advertising and identify the relationship among: customer attitude toward TV advertising, customer intention to receive TV advertising and behavior toward TV advertising. This study also investigates difference factors that affect audience’s responses toward TV advertising under difference Vietnamese group audiences. A total of 916 audiences from three regions in Vietnamese market were recruited accidentally to participate in this study.
The study demonstrated that TV Advertising contents (entertainment, Informativeness, irritation, credibility) and social role have an effect on audience responses toward TV advertising. The study also asserts the theory of Melody M. Tsang, Shu-Chun Ho, and Ting-Peng Liang (2004), Fishbein and Ajzen (1975) that attitude toward TV advertising predicted intention to receive TV advertising and behavior toward TV advertising. Lastly, this study investigates that there are exist the different audience responses under different audience demography, message frequency and region. In sum, the Vietnamese audience responses for TV ads were studied. This research consolidated theory of audience’s responses toward advertising. Moreover, it’s useful and meaningful for marketers when they apply TV advertising campaign in Vietnam market.
TABLE OF CONTENT

CHAPTER ONE INTRODUCTION 1
1.1 RESEARCH BACKGROUND 1
1.2 PURPOSE OF THE STUDY 3
1.3 RESEARCH QUESTION 4
1.4 OUTLINE OF THE THESIS 4
CHAPTER TWO LITERATURE REVIEWS 7
2.1 VIETNAMESE MARKET 7
2.2 ADVERTISING 8
2.3 TVADVERTISING MESSAGE CONTENT 9
2.3.1 Entertainment 10
2.3.2 Informativeness 10
2.3.3 Irritation 11
2.3.4 Credibility 12
2.4 SOCIAL ROLE 14
2.5 CUSTOMER ATTITUDE TOWARD TV ADVERTISING, INTENTION TO RECEIVE ADVERTISING AND BEHAVIOR. 15
2.6 RELEVANT DEMOGRAPHIC VARIABLES: 18
2.7 FREQUENCY 20
2.8 REGION 21
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 23
3.1 RESEARCH DESIGN 23
3.2 RESEARCH FRAMWORK AND HYPOTHESIS 26
3.3 QUESTIONNAIRE DESIGN 28
3.3.1 Initial questionnaire 28
3.3.2 Questionnaire pre-test and result 32
3.4 DATA ANALYSIS PROCEDURES 34
3.4.1 Descriptive Statistic Analysis 34
3.4.2 Reliability and Explore factor Analysis. 34
3.4.3 Linear Regression Analysis 35
3.4.4 One-way Analysis of Variance (ANOVA) 36
3.5 SAMPLING DESIGN AND DATA COLLECTION PROCEDURES 37
CHAPTER FOUR RESULTS AND DISCUSSION 38
4.1. CHARACTERISTICS OF RESPONDENTS. 38
4.2 DESCRIPTIVE STATISTIC FOR QUESTIONNAIRE VARIABLES. 40
4.3 RELIABILITY AND EXPLORE FACTOR ANALYSIS. 43
4.3.1 TV advertising content. 44
4.3.2 Social roles. 46
4.3.3 Attitude toward TV advertising 46
4.3.4 Intension to receive TV adv 46
4.3.5 Behavior toward TV advertising. 47
4.4 FACTORS EFFECT ON ATTITUDE TOWARD TV ADVERTISING 47
4.4.1 Correlation test 47
4.4.2 Linear regression analysis 48
4.5 RELATIONSHIP BETWEEN VIETNAMESE AUDIENCE ATTITUDE TOWARD TV ADVERTISING AND INTENTION TO RECEIVE TV ADVERTISING 51
4.6 RELATIONSHIP BETWEEN VIETNAMESE AUDIENCE ATTITUDE TOWARD TV ADVERTISING AND BEHAVIOR TOWARD TV ADVERTISING. 52
4.7 RELATIONSHIP BETWEEN VIETNAMESE AUDIENCE INTENTION TO RECEIVE TV ADVERTISING AND BEHAVIOR TOWARD TV ADVERTISING. 53
4.8 DIFFERENT RESPONSES TOWARD TV ADVERTISING UNDER DIFFERENT DEMOGRAPHY. 54
4.8.1 Differences of gender group’s responses toward TV advertising. 55
4.8.2 Differences of age group’s response toward TV advertising. 56
4.8.4 Differences of education group’s audience response toward TV advertising. 59
4.8.5 Differences of audience personal income group’s response toward TV advertising. 61
4.9 DIFFERENCES OF MESSAGE FREQUENCY GROUP’S RESPONSE TOWARD TV ADVERTISING. 64
4.10 DIFFERENCES OF REGION GROUP’S RESPONSE TOWARD TV ADVERTISING. 66
4.11 SUMMARY 69
CHAPTER 5 CONCLUSION AND RECOMMENDATION 72
5.1 RESEARCH CONCLUSIONS 72
5.1.1 Factors effect on Vietnamese audiences responses toward TV Advertising 72
5.1.2 Relationship among audience attitude toward TV advertising, audience intention to receive TV advertising and audience behavior toward TV advertising. 73
5.1.3 Different responses toward TV advertising under different respondent groups in Vietnamese market. 74
5.2 IMPLICATIONS OF THE STUDY 75
5.2.1 Implication for marketing practice. 76
5.2.2 Implication for Academic Research. 77
5.3 LIMITATIONS AND RECOMMENDATIONS FOR FUTURE RESEARCH 77
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