越南智慧型手機應用程式廣告之研究－以年輕族群為例

CCUR > College of Business > Department of Business Administration & Graduate Institute of International Business Administration > Thesis > Item 987654321/26524

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/26524

Title:	越南智慧型手機應用程式廣告之研究－以年輕族群為例 A Study on Young Smartphone Users' Attitude toward In-App Advertising in Vietnam
Authors:	胡旻曉
Contributors:	國際企業管理學系
Keywords:	Smartphone In-App Advertising Young Customers User Experience Attitudes
Date:	2014
Issue Date:	2014-01-15 15:09:39 (UTC+8)
Abstract:	Smartphones have become an intimate friend and very close to the young people. The explosion in smartphone technologies and the great utilities that smartphones provide by rich and flexible applications are a solid foundation for the development of smartphone advertising. For this reason, the online advertising targeted at youth through smartphone is expected to boom in the near future. This study attempts to develop a comprehensive research framework to investigate the factors impacting on the attitudes and response of Vietnamese young people aged 18-32 to smartphone in-app advertisements. The empirical result illustrated that the credibility, informativeness and entertainment are the main factors influencing on the attitudes of young customers. Additionally, the user experience significantly moderates the relationship between acceptance of smartphone technologies, attitudes and response to smartphone in-app ads. The moderating effect of permission and personalization is explored as the factors determined the perceived irritation by smartphone in-app ads less effective.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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