影响新兴市场中消费者对Facebook广告态度的因素:以越南为例

IF 0.8 Q4 BUSINESS, FINANCE

Asian Journal of Business and Accounting Pub Date : 2022-06-30 DOI:10.22452/ajba.vol15no1.8

Bang Nguyen-Viet, Yen Nguyen, Tin Hoang Le, Son Bao Do

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引用次数: 0

摘要

研究目的:本研究旨在:1)确定越南消费者对Facebook广告态度的驱动因素;2)研究性别和Z世代对越南Facebook广告的态度的影响。方法/方法:本研究采用定量方法。数据收集自居住在胡志明市的477名接触过Facebook广告的Facebook用户样本。研究结果:这项研究的结果表明，个性化、娱乐性、互动性、信息量和可信度对广告态度有积极影响，而刺激性和隐私问题似乎是负相关的。此外，本研究还表明，互动性在激发消费者的“娱乐效应”方面发挥着重要作用。正如预期的那样，隐私问题对可信度有负面影响。理论贡献/独创性:本研究通过将个性化和隐私问题这两个附加变量与用户和满足理论相结合，扩展了以往的实证研究。政策含义:该结果为广告商提供了有价值的输入。它提供了对消费者接受Facebook广告的促进因素和障碍的洞察;以及这些因素如何影响客户对Facebook广告的看法。研究局限:首先，样本被限制在胡志明市，这可能限制了研究结果的普遍性。其次，这项研究只考虑了有限数量的对Facebook广告态度的预测因素。下一个限制是，这项研究是针对Facebook上广告的产品和服务进行的，并没有关注特定类别的产品或服务。关键词:广告，广告态度，新兴市场，Facebook, Facebook广告JEL分类:M3

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Factors Driving Consumers’ Attitudes towards Facebook Advertisements in an Emerging Market: A Case Study of Vietnam

Manuscript type: Research paper Research aims: This study aims to: 1) determine the factors driving consumers’ attitudes towards Facebook advertisements in Vietnam; 2) examine the impact of genders and Generation Z attitudes towards Facebook advertisement in Vietnam. Methodology/Approach: This study employs a quantitative approach. Data were gathered from a sample of 477 Facebook users who are exposed to Facebook advertisements and resided in Ho Chi Minh City. Research findings: The findings of this study show that personalisation, entertainment, interactivity, informativeness, and credibility have positive effects on attitudes towards advertising while irritation and privacy concerns appear to be negatively related. In addition, this study also illustrates that interactivity plays a role in stimulating the ‘entertainment effect’ amongst the consumers. As expected, privacy concern is found to have a negative impact on credibility. Theoretical contribution/originality: This study expands the previous empirical works by integrating two additional variables – personalisation and privacy concerns with user and gratification theory. Policy implications: The result provides valuable input for advertisers. It offers an insight into facilitators and barriers of consumer acceptance towards Facebook advertisements; and how these aspects could shape customers’ perceptions of Facebook advertisements. Research limitation: First, the sample was constrained to Ho Chi Minh City, which may have limited the generalisability of the findings. Second, this study considered only a limited number of predictors of attitudes towards Facebook advertising. The next limitation is that this research was conducted for products and services advertised on Facebook in general and did not focus on a specific category of products or services. Keywords: Advertisement, Attitudes towards Advertisements, Emerging Market, Facebook, Facebook Advertisement JEL Classification: M3

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来源期刊

Asian Journal of Business and Accounting BUSINESS, FINANCE-

CiteScore

2.00

自引率

11.10%

发文量

期刊介绍： An academic journal that aims to advance knowledge in the business and accounting disciplines, to narrow the gap between theory and practice, and to set direction for policy initiatives in Asia. Welcome to the Asian Journal of Business and Accounting (AJBA). AJBA is an international refereed journal, published biannually (30th June and 30th December) by the Faculty of Business and Accountancy, University of Malaya, Malaysia. AJBA aims to publish scholarly business researches that are relevant to Malaysia and the Asian region. It intends to highlight the practical implications in promoting better business decision making process and the formulation of public policy in Asia. This journal publishes theoretical, conceptual, and empirical papers within the broad areas of business and accounting in Asia. The AJBA covers a broad spectrum of the business and accounting disciplines. A suggestive (though not necessarily comprehensive) list of areas that would be included in this journal are: general management, strategic management, human resource management, organizational behaviour, labour and industrial relations, international business management, business communication, entrepreneurship, leadership, management science, operations management, production management, supply chain management, marketing management, brand management, consumer behaviour, information management, e-marketing, e-commerce, quality management, retailing, service marketing, hospitality management, hotel and tourism management, asset pricing, capital and money markets, corporate finance, derivatives markets, finance and banking, financial economics, etc.