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Percentage of People Who Continue to Receive Promotional Messages


Table 4.7: Percentage of people who subscribe to receive promotional messages



Frequency

Ratio (%)

Valid Percentage

Cumulative Percentage

Valid

Have

197

24.0

24.0

24.0


Are not

638

76.0

76.0

100.0


Total

835

100.0

100.0


Maybe you are interested!

However, only 13% of all respondents said they would like to continue receiving promotional messages (Table 4.8).

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



Frequency

Ratio (%)

Valid Percentage

Cumulative Percentage

Valid

Have

109

13.0

13.0

13.0


Are not

726

87.0

87.0

100.0


Total

835

100.0

100.0


Looking at Table 4.8, we see that the percentage of people who want to continue receiving advertising messages is relatively low and is an alarm bell for companies that are implementing Mobile Marketing activities. The reasons may be: (1) advertising activities via messages are often annoying and do not bring value to consumers, (2) the content of advertising messages is not suitable for the needs and interests of consumers .

The above statistics and analysis have partly demonstrated the fact that advertising via text messages in Vietnam is currently out of control when a large number of advertising messages are sent to consumers' mobile phones without permission.

In addition, for those who have registered to receive promotional messages, there is a tendency to no longer want to receive promotional messages. Therefore, the assessment


The numerous articles and studies that suggest text message advertising is becoming a problem are not without basis.

In the current market, there are 3 main entities that are sending advertising messages, including: Network operators, business units and other entities (individuals, non-commercial organizations). The survey results (Figure 4.2) below show that all respondents received advertising messages sent by mobile network operators. Of these, 85% ~ 709 people received messages from business units and 22% ~ 189 people received messages from other units.



Figure 4.2: Unit sending advertising messages


Regarding the content of advertising messages that consumers receive, the statistical results show that the group of messages with content in the field of electronics and telecommunications has the highest number of choices with 835 people. This number shows that all respondents received messages from the field of electronics and telecommunications. This statistic is completely reasonable when all respondents received advertising messages from the network operator. In addition, SIM and phone number advertising services are considered one of the most popular advertising activities via text messages. In second place are messages with entertainment content, followed by messages with content about fashion and beauty with 587 choices respectively.


and 423 choices. Other fields have a small number of choices. (Figure 4.3)


Figure 4.3: Content of advertising message


4.4 Consumer behavioral trends towards Mobile Marketing activities

As mentioned above, Vietnamese consumers are identified to have nine basic behaviors towards Mobile Marketing, of which three behaviors occur as soon as consumers receive advertising messages sent to their mobile phones, which are: (1) Not interested, (2) Delete and (3) Open. After opening the advertising message, consumers will perform six more behaviors:

(4) Read carefully to find the information you need, (5) Save it so you can review it when needed, (6) Report spam messages to the network operator or call or text to refuse to receive advertising messages, (7) Forward it to friends and relatives who need information about the advertised product or service, (8) Use the information to choose and buy products, and (9) Participate in advertised programs.

Of the 835 respondents, 44% (~365 people) would ignore and not pay attention to promotional messages, and 21% (~179 people) would choose to ignore them.


If they choose to delete the promotional message immediately, the remaining 35% (~291 people) will open the promotional message to read. (Figure 4.4)



Figure 4.4: Consumer behavior immediately after receiving advertising messages


The above survey results show that consumers' immediate reaction behavior when receiving advertising messages tends to be negative, specifically 65% ​​of the total number of responses chose two negative behaviors for Mobile Marketing activities: Not interested and Delete.

Of the 291 people who opened the message, most of them would take positive actions such as reading to find information, saving, forwarding to friends and relatives or participating in advertised programs. However, up to 10% of them would report spam messages to the network operator or call or text to refuse to receive advertising messages. Although this rate is not high, combined with the number of people who take negative actions immediately after receiving advertising messages such as deleting or not paying attention, we can temporarily conclude: "Consumers in the inner city of Hanoi tend to


perform negative behaviors towards Mobile Marketing activities ” (Figure 4.5)



Figure 4.5: Consumer behavior after opening advertising messages


According to the statistics in Figure 4.5, about 50% of those who open advertising messages said they will read the message content to find the information they need, 20% will use the information provided by advertising messages as a basis for choosing and purchasing. Those who save , forward to friends, relatives or participate in advertised programs account for a small proportion (less than 10%).

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

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


As mentioned in the research method section, testing the reliability coefficient of the scale plays a very important role in the accuracy and


The suitability of the research results. On the one hand, it helps eliminate observed variables that are not reliable enough, and on the other hand, it helps the research adjust and develop the official scale.

Furthermore, in this study, the author used and referred to many scales of foreign studies as well as developed some new scales. These scales were used for the first time in research with Vietnamese consumers. Therefore, testing the reliability coefficient of the scales is very necessary.

According to the method of testing the reliability coefficient of the scale (Cronbach Alpha index), if the observed variables have a Cronbach Alpha index greater than the overall Cronbach Alpha index of the scale and the total correlation index is less than 0.4, it is possible to consider recommending the removal of that observed variable from the scale. The official scale will be built and restructured based on observed variables with sufficient reliability.

4.5.1.1 Scale: informativeness (INFO)


The group of factors on the information nature of Mobile Marketing includes factors such as the necessity of information, the update, the simplicity and the market information. This group of factors is measured by four observed variables: INFO1 (Advertising messages provide the information I need), INFO2 (Information of advertising messages is updated), INFO3 (The content of advertising messages is simple and easy to understand) and INFO4 (Advertising messages give me a lot of market information). The Cronbach Alpha coefficient obtained according to the survey results is 0.884. The variable INFO3: "The content of advertising messages is simple and easy to understand" has a Cronbach Alpha value if the variable is eliminated is 0.932 > the general Cronbach Alpha is 0.884, in addition, the variable Info3 also has a total correlation of < 0.4 so


The study will consider the proposal.remove the variable INFO3. Removing the variable INFO3 will increase the reliability of the “informativeness” scale. (Table 4.9)

Table 4.9: Reliability coefficient of the “Informativeness” scale




Scale mean if item deleted


Scale variance if item deleted

Corrected item

– Total Correlation

Cronbach Alpha if item deleted

Advertising messages provided

8.30

6,416

.877

.797

give me the information I need





need





Message information

8.25

6,535

.863

.785

update ad





Content of the message

7.97

8,489

.312

.932

simple, easy to understand advertising





Advertising messages carry

8.50

7,544

.749

.851

gave me a lot of information





market





Reliability Statistics


Cronbach's Alpha

N of Items

.884

4

The survey data shows the difference between the views of Vietnamese consumers and foreign consumers when "The content of advertising messages is simple and easy to understand" is an important variable in most surveys on Mobile Marketing conducted abroad. In addition, the Cronbach Alpha coefficient of the scale: "informativeness" has a value = 0.884 > 0.7. This proves that this scale is reliable.

4.5.1.2 Scale: Entertaining (ENT)


The entertainment value of Mobile Marketing is tested through observable variables such as the fun, joy and appeal that the advertising message brings to the recipient.


This factor is measured through three observed variables: ENT1 (Advertising via SMS is very interesting), ENT2 (I feel happy when reading the advertising messages I receive) and ENT3 (I am attracted by SMS prize winning programs). (Table 4.10)

Table 4.10: Reliability coefficient of the “Entertainment” scale



Scale mean if item deleted

Scale variance if item deleted

Corrected item

– Total Correlation

Cronbach Alpha if item deleted

Advertising programs

4.10

2,862

.375

.903

via text message very interesting





I am happy to read these

4.12

2,326

.747

.631

advertising messages that I





receive





I am fascinated by the

4.04

2,199

.754

.617

SMS program wins





reward





Reliability Statistics


Cronbach's Alpha

N of Items

.804

3

Based on the analysis data of Table 4.10, we can see that the overall Cronbach Alpha coefficient of the scale is 0.804 > 0.7. This shows that this scale has high reliability. However, the observed variable ENT1: "Advertising via text messages is very interesting" has a Cronbach Alpha value if the variable is eliminated is 0.903> The overall Cronbach Alpha is 0.804 and the total variable correlation = 0.375 < 0.4, so the study can consider the proposalRemove this observation variable from the “Entertainment” scale to increase the reliability of the scale.

4.5.1.3 Scale: Credibility (CRE)


Consumer trust in Mobile Marketing is reflected in aspects such as perceived trust in Mobile programs.

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