| dc.description.abstract | Purpose – The aim of this research detailed in this paper is assessing respondents'
attitudes regarding affiliate marketing programs, which are utilized including
advertisement, information and connection between the marketers and customers.
Besides, impression of consumer towards affiliate program usefulness will have a
greater impact on the future of affiliate marketing. In conclusion, consumer behavior
toward marketing affiliate programs influences positively on their purchase intentions
for items or services.
Methodology – Multi-regression technique is utilized to clarified structural models.
There are 300 responses from Vietnamese Internet users who had known about
affiliate marketing link on the Internet.
Research findings – The results of this survey show that affiliate marketing is viewed
positively. This study also discovered that usefulness, informativeness, ease of
finding, and perceived trust are stronger predictors of customer attitudes toward
affiliate marketing. And, their attitude toward affiliate marketing has positive effect
on their Purchase intention also.
Limitations/implications – Because the research has few limitations, the
generalizability of findings should be approached carefully. This research was
conducted in Vietnam; However, there is a broader study scope available in which an
international sample might be used to generalize research conclusions. Consumer
attitude differs from nation to nation due to a variety of environmental or personal
factors, making it difficult to generalize the research findings completely.
Practical implications – The research's implications range from employing affiliate
program links as a new source of leads for business ventures to allowing directors to
develop affiliate programs that can be used to impact on consumer purchase intention.
Originality – For the sustainability and growth of the affiliate marketing, customer
behavior is important. | en_US |
