AN EMPIRICAL RESEARCH OF THE VIETNAMESE AUDIENCE’S RESPONSE TOWARD TELEVISION ADVERTISING

• Main Authors: Nguyen Cao Lien Phuoc, 阮高蓮福
• Other Authors: Cheng-Nan Chen
• Language: en_US
• Online Access: http://ndltd.ncl.edu.tw/handle/29422107087160378057

碩士 === 南台科技大學 === 企業管理系 === 98 === ABSTRACT The development of technology gives the advertiser more efficient, strong and attractive opportunity. TV advertising has attracted a great deal of attention in recent years in Vietnam. The purpose of this study is to examine factors that affect customer attitudes toward TV advertising and identify the relationship among: customer attitude toward TV advertising, customer intention to receive TV advertising and behavior toward TV advertising. This study also investigates difference factors that affect audience’s responses toward TV advertising under difference Vietnamese group audiences. A total of 916 audiences from three regions in Vietnamese market were recruited accidentally to participate in this study. The study demonstrated that TV Advertising contents (entertainment, Informativeness, irritation, credibility) and social role have an effect on audience responses toward TV advertising. The study also asserts the theory of Melody M. Tsang, Shu-Chun Ho, and Ting-Peng Liang (2004), Fishbein and Ajzen (1975) that attitude toward TV advertising predicted intention to receive TV advertising and behavior toward TV advertising. Lastly, this study investigates that there are exist the different audience responses under different audience demography, message frequency and region. In sum, the Vietnamese audience responses for TV ads were studied. This research consolidated theory of audience’s responses toward advertising. Moreover, it’s useful and meaningful for marketers when they apply TV advertising campaign in Vietnam market.