Luận văn thạc sĩ UEH factors affecting consumers behavioral intention toward email marketing
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Luận văn thạc sĩ UEH factors affecting consumers behavioral intention toward email marketing
UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessTa Thi Thu HuongFACTORS AFFECT CONSUMER’SBEHAVIORAL INTENTION TOWARD EMAIL MAR Luận văn thạc sĩ UEH factors affecting consumers behavioral intention toward email marketingRKETINGMASTER OF BUSINESS (Honours)Ho Chi Minh City - Year 2014UNIVERSITY OF ECONOMICS no CI II MINH CITYInternational School of BusinessTa Thi Thu HuongFACTORS AFFECT CONSUMER’SBEHAVIORAL INTENTION TOWARDEMAIL MARKETINGID:22110025MASTER OF BUSINESS (Honours) SUPERVISOR: CAO 11AO TillHo Chi Minh Cit Luận văn thạc sĩ UEH factors affecting consumers behavioral intention toward email marketingy - Year 2011ACKOWLEDEGMENTSFirstly. I would like to express my deep gratitude to Dr. Cao Hao Thi. my research supervisor, for his patient guidance, eLuận văn thạc sĩ UEH factors affecting consumers behavioral intention toward email marketing
nthusiastic encouragement and useful critiques of this research work.My grateful thanks are also extended to thank all of my friends and my colleaguesUNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessTa Thi Thu HuongFACTORS AFFECT CONSUMER’SBEHAVIORAL INTENTION TOWARD EMAIL MAR Luận văn thạc sĩ UEH factors affecting consumers behavioral intention toward email marketingSTRACTEmail marketing is one of the most cost-effective marketing tools for businesses especially small companies. However, many Vietnamese companies, especially small businesses have not yet taken advantage of this method. On the other hand, few of studies have investigated about the Vietnamese beh Luận văn thạc sĩ UEH factors affecting consumers behavioral intention toward email marketingavior intention toward email marketing, lienee, this study focuses in measuring relationship between cognitive factors Attitude towards advertising. PLuận văn thạc sĩ UEH factors affecting consumers behavioral intention toward email marketing
erceived Benefits and Perceived Risk - and customer's behavioral intention toward email marketing.To examine research model, information and data is aUNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessTa Thi Thu HuongFACTORS AFFECT CONSUMER’SBEHAVIORAL INTENTION TOWARD EMAIL MAR Luận văn thạc sĩ UEH factors affecting consumers behavioral intention toward email marketingespondents. SPSS software is used to test measurement scale, research model and hypotheses.Results in this study show that customers have intention to accept receiving email marketing if they perceive benefit and their attitude toward advertising is positive. Among three impact factors. Perceived Be Luận văn thạc sĩ UEH factors affecting consumers behavioral intention toward email marketingnefit has the strongest direct influence, followed by Altitude toward advertising, and the factor Perceived Risk has not any impaction toward customerLuận văn thạc sĩ UEH factors affecting consumers behavioral intention toward email marketing
’s behavioral intention. It shows that (he Vietnamese customers arc not worry loo much about the risk of receiving unwanted email or the disclosure ofUNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessTa Thi Thu HuongFACTORS AFFECT CONSUMER’SBEHAVIORAL INTENTION TOWARD EMAIL MAR Luận văn thạc sĩ UEH factors affecting consumers behavioral intention toward email marketingderation of increasing benefit of the email content, especially some component such as fun. entertainment.iiTABLE OF CONTENTACKOWLEDEGMENT........................................................iABSTRACT.............................................................iiTABLE OF CONTENT.................. Luận văn thạc sĩ UEH factors affecting consumers behavioral intention toward email marketing..................................iiiLIST OF FIGURES and TABLES...........................................viABBREVIATION..............................Luận văn thạc sĩ UEH factors affecting consumers behavioral intention toward email marketing
.........................viiiCHAPTER 1: INTRO DUCTION1.1.Problem statement.............................................11.2.Research objectives.......UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessTa Thi Thu HuongFACTORS AFFECT CONSUMER’SBEHAVIORAL INTENTION TOWARD EMAIL MAR Luận văn thạc sĩ UEH factors affecting consumers behavioral intention toward email marketing..................21.5.Researchcontribution.........................................3UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessTa Thi Thu HuongFACTORS AFFECT CONSUMER’SBEHAVIORAL INTENTION TOWARD EMAIL MARGọi ngay
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