Investigating factors affecting customers’ attitude and acceptance of online personalized advertising : the case of the hotel sector in Viet Nam
Ho, Nhi (2021)
Ho, Nhi
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021121425879
https://urn.fi/URN:NBN:fi:amk-2021121425879
Tiivistelmä
This thesis is performed to (1) investigate factors that influence customers’ attitude and
acceptance of online personalized advertising in the hotel sector in Viet Nam and (2) propose
possible implications and recommendations for future research and practices relating to
personalized advertising. Based on Ducoffe’s model (1996), an expanded model with new
additional variables is suggested by the author. Quantitative research method is utilized to test
the proposed hypotheses and validate the model with 227 valid responses through online
surveys. As a result, four characteristics namely informativeness, entertainment, irritation, and
brand familiarity were found to significantly affect both customers’ acceptance and attitudes
towards personalized advertising. Besides, visual design is a new decisive factor in improving
customers’ attitudes towards personalized advertisements. Recommendations are also
proposed for advertisers to increase their personalized advertisement’s effectiveness in terms
of entertainment, informativeness, visual design, and irritation.
acceptance of online personalized advertising in the hotel sector in Viet Nam and (2) propose
possible implications and recommendations for future research and practices relating to
personalized advertising. Based on Ducoffe’s model (1996), an expanded model with new
additional variables is suggested by the author. Quantitative research method is utilized to test
the proposed hypotheses and validate the model with 227 valid responses through online
surveys. As a result, four characteristics namely informativeness, entertainment, irritation, and
brand familiarity were found to significantly affect both customers’ acceptance and attitudes
towards personalized advertising. Besides, visual design is a new decisive factor in improving
customers’ attitudes towards personalized advertisements. Recommendations are also
proposed for advertisers to increase their personalized advertisement’s effectiveness in terms
of entertainment, informativeness, visual design, and irritation.