Consumers' attitude and behavioural intention toward mobile advertising in Ho Chi Minh city

Abstract

Technology have been applied in many fields such as criminal investigation, businesses, and especially in marketing to reach millions of targeted customers. As a research that Kantar Media Vietnam conducted in the nation’s four major cities, Hanoi, Ho Chi Minh, Danang and Can Tho, indicated mobile advertising ranks third after television advertising and billboards. The aim of this study is to examine consumers’ attitude toward mobile advertising, determine factors influencing consumers’ attitudes toward mobile advertising and the relationship between consumers’ attitudes and consumers’ behavioural intention. This study used questionnaire instrument to collect data, thus, research methodology is considered quantitative. The target customers are mobile users in Ho Chi Minh and the sample size was 300 participants. The findings of this study concluded that information and economic had influenced positively to consumers’ attitude toward mobile advertising. In addition, there was a direct and positively relationship between consumers’ attitude and their behavioural intention toward mobile advertising. Keywords: Mobile advertising, attitude, behavioural intention.