| dc.description.abstract | In recent year, the explosion of mobile industry has growth significantly especially in Vietnam. Along with this trend, the SMS advertising also become the new phenomenon which cause a lot of annoy for customer, who always have a negative image about this service. Therefore, in order to overcome this issue, this research was conducted to investigate the factors that influence on the customer acceptance to this service by attitude and intention toward SMS advertising.
The research duration is from September 2012 to December 2012 in Ho Chi Minh City. The research model was developed based on the previous studies, literature review, and related theories with applying extension of TAM model by analyzing three dimensions perceive usefulness, perceive ease of use and trust.
The study was conducted by quantitative method based on primary data. The primary data is collected by distributing survey via online to 240 respondents with the valid responding rate 83%. Descriptive statistic, reliability test, factor analysis, multi regression and one way ANOVA were applied to analyze variables, hypothesis and research model. The final result comes up with influence on customer acceptance from four factors which are Detail Information, General Information, Credibility and Privacy.
Although there are some limitations of this study, the recommendations and suggestions can be considered in order to understand factors influence on customer attitude and improve the SMS advertising campaign. | en_US |
