Factors affecting customer's attitude towards online advertising - Empirical evidences from Vietnam
Abstract
Online advertising nowadays is an useful method to promote products or services to customers, used by marketers. People of all ages, ethnic foundation and societal position are particularly associated with the web. This association is particularly required to channelize their own, proficient or business related strategies. This let online advertising be a basic cutting edge apparatus that organizations, advertisers and business people should utilize. In the contrast, customer behavior towards online advertising is not that favorable as expected.
This research is conducted with the aim to identify factors that affect to customer denial towards online advertising. Millennials will be a main target market due to they are the most Internet access age group. In addition, another purpose of this research is to enhance the positive characteristics of online advertising, from that reduces denials of online advertising. The framework of this study contains five factors of informational response (Pleasure, Irritation, Credibility and Informative) with one dependent variable (Customer Attitude towards Online Advertising). Data collected from 359 participants in the research as a quantitative method. For evaluating the data, methods such as Descriptive analysis, Reliability analysis, EFA and CFA were used.
The result shows that Irritation and Credibility have a significant impact on the customer‟s informational response. Irritation has the most impact negatively on customer‟s behavior attitude towards online advertising. On the other hand, Credibility has the least impact. For the future researches, other researchers can find and add more factors which can affect the impact of informational response. Another suggestion is that to increase and expand the sample size for more precise and significant results.