Luận văn thạc sĩ factors affecting consumers behavioral intention toward email marketing
➤ Gửi thông báo lỗi ⚠️ Báo cáo tài liệu vi phạmNội dung chi tiết: Luận văn thạc sĩ factors affecting consumers behavioral intention toward email marketing
Luận văn thạc sĩ factors affecting consumers behavioral intention toward email marketing
UNIVERSITY OF ECONOMICS no CHI MINH CITYInternational School ol BusinessTa Thi Thu HuongFACTORS AFFECT CONSUMER’SBEHAVIORAL INTENTION TOWARDEMAIL MARK Luận văn thạc sĩ factors affecting consumers behavioral intention toward email marketing KETINGMASTER OF BUSINESS (Honours)Ho Chi Minh City - Year 2014h ttps: //k hot h u vien .comUNIVERSITY OF ECONOMICS HO CHI MINH CITYInternationa] School of BusinessTa Thi Thu HuongFACTORS AFFECT CONSUMER’SBEHAVIORAL INTENTION TOWARDEMAIL MARKETINGID:22Í10025MASTER OF BUSINESS (Honours)SUPERVISOR: CAO Luận văn thạc sĩ factors affecting consumers behavioral intention toward email marketing HAO TinHo Chi Minh City - Year 2014ACKOWLEDEGMENTSFirstly, I would like to express my deep gratitude to Dr. Cao Hao Thi, my research supervisor, forLuận văn thạc sĩ factors affecting consumers behavioral intention toward email marketing
his patient guidance, enthusiastic encouragement and useful critiques of this research work.My grateful thanks are also extended to thank all of my frUNIVERSITY OF ECONOMICS no CHI MINH CITYInternational School ol BusinessTa Thi Thu HuongFACTORS AFFECT CONSUMER’SBEHAVIORAL INTENTION TOWARDEMAIL MARK Luận văn thạc sĩ factors affecting consumers behavioral intention toward email marketing throughout my study.1ABSTRACTEmail marketing is one of (lie 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 Luận văn thạc sĩ factors affecting consumers behavioral intention toward email marketing about the Vietnamese behavior intention toward email marketing. Hence, this study focuses in measuring relationship between cognitive factors AttitudeLuận văn thạc sĩ factors affecting consumers behavioral intention toward email marketing
towards advertising. Perceived Benefits and Perceived Risk - arrd customer’s behavioral intention toward email marketing.To examine research model, iUNIVERSITY OF ECONOMICS no CHI MINH CITYInternational School ol BusinessTa Thi Thu HuongFACTORS AFFECT CONSUMER’SBEHAVIORAL INTENTION TOWARDEMAIL MARK Luận văn thạc sĩ factors affecting consumers behavioral intention toward email marketing tative research is 223 respondents. 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 impa Luận văn thạc sĩ factors affecting consumers behavioral intention toward email marketing ct factors. Perceived Benefit has the strongest direct influence, followed by Attitude toward advertising, and the factor Perceived Risk has not any iLuận văn thạc sĩ factors affecting consumers behavioral intention toward email marketing
mpaction toward customer's behavioral intention. It shows that the Vietnamese customers are not worry too much about the risk of receiving unwanted emUNIVERSITY OF ECONOMICS no CHI MINH CITYInternational School ol BusinessTa Thi Thu HuongFACTORS AFFECT CONSUMER’SBEHAVIORAL INTENTION TOWARDEMAIL MARK Luận văn thạc sĩ factors affecting consumers behavioral intention toward email marketing ting, should take consideration of increasing benefit of the email content, especially some component such as fun. entertaimnent.iiTABLE OF CONTENTACKOWLEDEGMENT........................................................iABSTRACT.............................................................iiTABLE OF CO Luận văn thạc sĩ factors affecting consumers behavioral intention toward email marketing NTENT....................................................iiiLIST OF FIGI RES and TABLES..........................................viUNIVERSITY OF ECONOMICS no CHI MINH CITYInternational School ol BusinessTa Thi Thu HuongFACTORS AFFECT CONSUMER’SBEHAVIORAL INTENTION TOWARDEMAIL MARKUNIVERSITY OF ECONOMICS no CHI MINH CITYInternational School ol BusinessTa Thi Thu HuongFACTORS AFFECT CONSUMER’SBEHAVIORAL INTENTION TOWARDEMAIL MARKGọi ngay
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