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Factors affecting consumer behavior towards Mobile Marketing activities in Hanoi inner city area - 1


COMMITMENT

I hereby declare that this is my own research work. The research results presented in this thesis are true and have never been published in any other scientific work.

Thesis author


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Nguyen Hai Ninh


Factors affecting consumer behavior towards Mobile Marketing activities in Hanoi inner city area - 1

INDEX

COMMITMENT i

TABLE OF CONTENTS ii

LIST OF ABBREVIATIONS vi

LIST OF TABLES vii

LIST OF FIGURES ix

CHAPTER 1: INTRODUCTION 1

1.1 Urgency of the topic 3

1.2 Purpose and tasks of research 5

1.2.1 Research purpose 5

1.2.2 Research task 5

1.3 Research object and scope 6

1.3.1 Subject 6

1.3.2 Scope of research 6

1.4 Research situation 7

1.5 Research methods and questions 10

1.5.1 Research methods 10

1.5.2 Research Question 11

1.6 New contributions of the thesis 11

1.7 Structure of the thesis 12

CHAPTER 2: THEORETICAL BASIS 13

I. THEORY OF MOBILE MARKETING 13

2.1 Some differences in the perspective of using the term Mobile Marketing 13 2.2 Concept of Mobile Marketing 15

2.3 Characteristics of Mobile Marketing 18

2.3.1 Anytime, Anywhere 19

2.3.2 Object Oriented 19

2.3.3 Support for two-way interaction 20

2.3.4 Highly Personalized Marketing Channels 21

2.3.5 Not Spam 23

2.4 Mobile Marketing Implementation Process 25

2.4.1 Step 1: Prepare the campaign 26

2.4.2 Step 2: Deploy the campaign 33

2.4.3 Step 3: Report, statistics, adjust Mobile Marketing program

..................................................................................................................... 36 2.5 Mobile Marketing Technology .......................................................... 37

2.5.1 SMS Technology 37

2.5.2 MMS Technology 39

2.5.3 Mobiweb Technology 41

2.6 Mobile Marketing Service Supply Chain 42

2.6.1 Business – Brand 43

2.6.2 Mobile Marketing Service Providers 43

2.6.3 Mobile technology integration company 45

2.6.4 Mobile telecommunications network 45

2.6.5 Consumers 45

2.7 Legal and regulatory system for Mobile Marketing 46

2.7.1 Freedom of choice 48

2.7.2 Control 48

2.7.3 Limit 49

2.7.4 Respect 49

2.7.5 Security 50

II. THEORY OF CONSUMER BEHAVIOR FOR MOBILE MARKETING ACTIVITIES 50

2.8 Characteristics of consumer behavior towards Mobile Marketing activities 50

2.9 Factors affecting consumer behavior towards Mobile Marketing activities. 53

2.9.1 Fundamental theoretical models 53

2.9.2 Research model and hypothesis 59

CHAPTER 3: RESEARCH METHODOLOGY 73

3.1 Research design 73

3.2 Research implementation process 74

3.3 Questionnaire design 75

3.4 Select sample 80

3.4.1 Overall research subjects 80

3.4.2 Sample size 80

3.4.3 Sampling method 82

3.5 Data collection methods 84

3.6 Data processing 86

CHAPTER 4: RESEARCH RESULTS 89

4.1 Demographic characteristics of sample 89

4.2 Mobile phone usage in Hanoi inner city area 91

4.3 Current status of SMS advertising and Mobile Marketing 95

4.4 Consumer behavioral trends towards Mobile Marketing activities 98

4.5 Factors affecting attitudes and behaviors towards Mobile Marketing activities of consumers in Hanoi inner city 100

4.5.1 Testing the reliability coefficient of the scale (Cronbach Alpha index) 100

4.5.2 Exploratory Factor Analysis (EFA) 112

4.5.3 Regression analysis 117

4.5.4 Behavioral differences towards Mobile Marketing activities between demographic groups 124

CHAPTER 5: CONCLUSION - RECOMMENDATIONS 132

5.1 Summary 132

5.1.1 Consumer behavior in Hanoi inner city towards Mobile Marketing activities 132

5.1.2 Factors affecting consumer behavior in Hanoi's inner city area towards Mobile Marketing activities 135

5.1.3 Factors affecting consumer attitudes towards Mobile Marketing activities 136

5.2 Proposal – Recommendation 138

5.2.1 Recommendations for units implementing Mobile Marketing activities 139

5.2.2 Proposed group for management units 149

5.3 Limitations and recommendations for future research 151

LIST OF PUBLISHED WORKS OF THE AUTHOR RELATED TO THE THESIS 153

LIST OF REFERENCES 154

APPENDIX. 164


LIST OF ABBREVIATIONS


ADSL Asymmetric digital subscriber line Data transmission technology

high speed data on the Internet

3G, 4G Third Generation, Forth Generation

3rd and 4th generation mobile telecommunications technology

MMA Mobile Marketing Association Mobile Association

Marketing

SMS Short Messaging Service

MMS Multimedia Messaging Service

vehicle

IPTV Internet protocol television Television service

on the Internet

GSM Global System for Mobile Network

mobile networks

PDA Personal Digital Assistance Electronic Device Support

individual

CRM Customer relationship management Customer relationship management

row

PR Public relation Public relations

EFA Exploratory Factor Analysis Factor Analysis


LIST OF TABLES

Table 3.1: Informativeness scale of advertising messages 77

Table 3.2: Entertainment scale of advertising messages 77

Table 3.3: Scale of credibility of advertising messages 77

Table 3.4: Advertising message annoyance scale 78

Table 3.5: Scale of personalization of advertising messages 78

Table 3.6: Scale of personalization of advertising messages 78

Table 3.7: Permission scale for promotional text messaging programs

................................................................ ................................................................ ................ 78

Table 3.8: Consumer ratings of advertising messages. 79

Table 3.9: Experience scale for SMS advertising programs

................................................................ ................................................................ ................ 79

Table 3.10: Attitude scale towards SMS advertising programs... 80 Table 3.11: Determining sample size based on population and margin of error 81

Table 3.12: Distribution of sample elements according to occupational groups 83

Table 4.1: Time spent using mobile phones 91

Table 4.2: Types of mobile phone subscribers 93

Table 4.3: Spending on mobile phone charges 93

Table 4.4: Number of SMS messages sent per day 94

Table 4.5: Number of SMS messages received per day 94

Table 4.6: Percentage of people who received promotional messages in the last 3 months. 95 Table 4.7: Percentage of people who signed up to receive promotional messages. 96

Table 4.8: Percentage of people who continue to want to receive promotional messages 96

Table 4.9: Reliability coefficient of the “Informativeness” scale 102

Table 4.10: Reliability coefficient of the “Entertainment” scale 103

Table 4.11: Reliability coefficient of the “Trust” scale. 104

Table 4.12: Reliability coefficient of the “Annoyingness” scale 105

Table 4.13: Reliability coefficient of the “Personalization” scale 106

Table 4.14: Reliability coefficient of the scale “Promotional gifts” 107

Table 4.15: Reliability coefficient of the “Permission” scale 108

Table 4.16: Reliability coefficient of the “Attitude” scale 109

Table 4.17: Reliability coefficient of the “Experience” scale 111

Table 4.18: Summary of Cronbach Alpha coefficients of the 112 scales

Table 4.19: Matrix of factors affecting consumer attitudes after rotation (Rotated Component Matrix a ) 113

Table 4.20: Cronbach Alpha coefficient of newly extracted components 115

Table 4.21: Matrix of factors influencing consumer behavior after rotation (Rotated Component Matrix a ) 115

Table 4.22: Cronbach Alpha coefficient of newly extracted factors 116

Table 4.23: Statistical results of factors affecting consumer attitudes towards Mobile Marketing 119

Table 4.24: Regression analysis results of the influence of factors on consumer attitudes towards Mobile Marketing 120

Table 4.25: Results of regression analysis of the model of factors affecting consumer attitudes towards Mobile Marketing 121

Table 4.26: Statistical results of factors affecting consumer behavior towards Mobile Marketing activities 122

Table 4.28: Results of regression analysis of the model of influence of attitude and experience on consumer behavior towards Mobile Marketing activities

................................................................ ................................................................ ............... 123

Table 4.29: Gender * Behavior Crosstabulation 126

Table 4.30: Age * Behavior Crosstabulation 128

Table 4.31:Chi-Square Tests: Education * Behavior 130

Table 4.32:Chi-Square Tests: Occupation * Behavior 131

Table 4.33:Chi-Square Tests: Income * Behavior 131

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