| dc.description.abstract | The purpose of this paper is to examine factors affecting consumer’s acceptance of mobile
marketing in Vietnam. A conceptual framework was developed based on recent studies investigating the
influence of antecedent factors (including risk acceptance and personal attachment), perceived value
which base on behavioural intent and mobile-related activity which using mobile devices for providing
information, sharing content, accessing content. This study emphasizes the important of risk acceptance,
personal attachment through mobile-related activities and perceived value influencing mobile
marketing acceptance.A survey was conducted with 290 respondents focusing on youth consumer in
central Ho Chi Minh City. This research draw implication both theory and practices to mobile
marketing acceptance in Vietnam.
Keywords:
Mobile communication systems, Marketing communications, Communication technologies,
Young adults, Vietnam, Consumer behaviour | en_US |
