FACTORS AFFECTING CONSUMERS’ ATTITUDE TO SMARTPHONE ADVERTISING IN HO CHI MINH CITY

Abstract

This research is to examine factors affecting consumers’ attitude to smartphone advertising in Ho Chi Minh City by questioning 290 consumers. The methodologies of Cronbach’s Alpha, Exploratory Factor Analyzing (EFA) and linear multiple regressioning were used by SPSS program. The results show that there are five main factors affecting consumers’ attitude to smartphone advertising in Ho Chi Minh City, ordered by the decreasing level of importance: entertainment, informativeness, credibility, non-  irritation, permission and control. From that, the research makes the suggestions to smartphone advertisers in order to improve customer service better.