The impact of mobile advertising on Vietnamese consumer buying decision

2016 IJRSM – Volume 5 Issue 1


Cho, James
Department of Business Administration, Lunghwa University of Science and Technology, Taiwan (

Luong, Duy Binh*
Department of Business Administration, Saigon University, Vietnam (

Vo, Thi Huong Giang
Department of Business Administration and Tourism, Ho Chi Minh City University of Food Industry, Vietnam (


Mobile advertising is one of the most popular tools among varied types of electronic commerce, the form of advertising messages in particular. The purpose of this study is to define the factors affecting Vietnamese consumer attitude toward mobile advertising and to investigate the subsequent impact on consumer buying decision. Quantitative questionnaire is used to distribute to 293 respondents. The method of this study includes reliability, factor analysis, regression, t-test, one way analysis of variance. The finding shows that four factors related to attributes of advertising including entertainment, informativeness, irritation and credibility have significant impacts on consumer attitude toward mobile advertising. Additionally, the informativeness is the most important factor. The study also demonstrates a positive relationship between Vietnamese consumer attitudes toward mobile advertising and their buying decision. For managerial implication, this study suggests that marketers should send advertising messages with consumers’ permissions.

Keywords: mobile advertising; attitudes of mobile advertising; buying decision; Vietnamese consumer



*Corresponding Author