Attitudes of internet users among college students in business and economics universities in Hanoi, Vietnam toward web advertising

Thuy Le Doan

Date of Publication

2005

Document Type

Master's Thesis

Degree Name

Master of Science in Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Denis A. Gutierrez

Defense Panel Member

Leonardo R. Garcia, Jr.
Ma. Luisa C. Delayco
Angel Felix Basilio

Abstract/Summary

Web advertising has surfaced as an important new vehicle in the advertising field. According to Kotler, more of todays marketing is moving from the marketplace into cyberspace. Web advertising is evaluated to be less irritating than general advertising because it permits self-selected exposure. The understanding attitude of consumers toward this advertising medium is actually necessary since there are no previous researches in Vietnam. The study aims to determine attitudes of Vietnamese consumers toward Web advertising. Specifically, it focused on consumers who are Internet users (students) from Business and Economics Universities in Hanoi, Vietnam. The research is aided by Ducoffes (1996) three aspects of belief about Web advertising (informativeness, entertainment, and irritation). It is one of the most influential research models in studies of determinants of attitude toward Web advertising. A total of 200 respondents participated in the study. The Answers were analyzed by using Frequency, Percentage, Mean, Chi-Square and Correlation Coefficient. Results reveal that there are significant relationships between attitude toward Web advertising and purchase intention and the three aspects of belief about Web advertising in terms of informativeness, entertainment, and irritation.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG004004

Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Physical Description

1 computer optical disc ; 4 3/4 in.

Keywords

Vietnamese students; Internet advertising; College students--Attitudes; Business students--Vietnam

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