Thus, although the research results on the impact of corporate governance on accounting information quality in each country are different, even in opposite directions, scientists agree that corporate governance is a solution to improve accounting information quality. Corporate governance helps promote the monitoring function of shareholders on the operations of managers, thereby minimizing the consequences of the agency problem and overcoming the phenomenon of information asymmetry. Under the close supervision of the management system, accounting information will have better quality, which is the basis for decision-making by information users. In studies, the impact of corporate governance on accounting information quality is not uniform due to the influence of the legal environment and changes over time. Therefore, with the specific political and economic conditions in Vietnam, research on the establishment of the Board of Directors, the Supervisory Board and the design of ownership structure to optimize the functions of the Board of Directors and the Supervisory Board, and increase accounting information quality is a necessary research with consideration of appropriate factors.
2.4. Research model
Based on the study and inheritance of studies on accounting information quality, corporate governance and specific analysis of corporate governance factors affecting accounting information quality, combined with the characteristics of Vietnam, the author proceeds to build a research model suitable for the research objectives. In this research model, the author measures accounting information quality in terms of honesty based on the framework of IASB and FASB, in accordance with Vietnamese accounting standards (2003). The dependent variable accounting information quality is measured according to two measures: earnings management and errors in financial statements. Independent variables are factors belonging to corporate governance including variables on ownership structure such as state ownership, ownership of institutional shareholders, ownership of the Board of Directors; characteristics of the Board of Directors such as size of the Board of Directors, concurrent holding of the positions of Chairman of the Board of Directors and CEO, ratio of independent members, seniority, expertise in finance, accounting, gender of the Board of Directors; and characteristics of the BKS include the number, seniority, expertise in finance, accounting and gender of BKS members. From there, the thesis examines the impact of the above mentioned factors of corporate governance on accounting information quality.
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Mobile Phone Usage in Hanoi Inner City Area
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- Test the relationship between demographic variables and consumer behavior for Mobile Marketing activities
The analysis method used is the Chi-square test (χ2), with statistical hypotheses H0 and H1 and significance level α = 0.05. In case the P index (p-value) or Sig. index in SPSS has a value less than or equal to the significance level α, the hypothesis H0 is rejected and vice versa. With this testing procedure, the study can evaluate the difference in behavioral trends between demographic groups.
CHAPTER 4
RESEARCH RESULTS
During two months, 1,100 survey questionnaires were distributed to mobile phone users in the inner city of Hanoi using various methods such as direct interviews, sending via email or using questionnaires designed on the Internet. At the end of the survey, after checking and eliminating erroneous questionnaires, the study collected 858 complete questionnaires, equivalent to a rate of about 78%. In addition, the research subjects of the thesis are only people who are using mobile phones, so people who do not use mobile phones are not within the scope of the thesis, therefore, the questionnaires with the option of not using mobile phones were excluded from the scope of analysis. The number of suitable survey questionnaires included in the statistical analysis was 835.
4.1 Demographic characteristics of the sample
The structure of the survey sample is divided and statistically analyzed according to criteria such as gender, age, occupation, education level and personal income. (Detailed statistical table in Appendix 6)
- Gender structure: Of the 835 completed questionnaires, 49.8% of respondents were male, equivalent to 416 people, and 50.2% were female, equivalent to 419 people. The survey results of the study are completely consistent with the gender ratio in the population structure of Vietnam in general and Hanoi in particular (Male/Female: 49/51).
- Age structure: 36.6% of respondents are <23 years old, equivalent to 306 people. People from 23-34 years old
accounting for the highest proportion: 44.8% equivalent to 374 people, people aged 35-45 and >45 are 70 and 85 people equivalent to 8.4% and 10.2% respectively. Looking at the results of this survey, we can see that the young people - youth account for a large proportion of the total number of people participating in the survey. Meanwhile, the middle-aged people including two age groups of 35 - 45 and >45 have a low rate of participation in the survey. This is completely consistent with the reality when Mobile Marketing is identified as a Marketing service aimed at young people (people under 35 years old).
- Structure by educational level: among 835 valid responses, 541 respondents had university degrees, accounting for the highest proportion of ~ 75%, 102 had secondary school degrees, ~ 13.1%, and 93 had post-graduate degrees, ~ 11.9%.
- Occupational structure: office workers and civil servants are the group with the highest rate of participation with 39.4%, followed by students with 36.6%. Self-employed people account for 12%, retired housewives are 7.8% and other occupational groups account for 4.2%. The survey results show that the student group has the same rate as the group aged <23 at 36.6%. This shows the accuracy of the survey data. In addition, the survey results distributed by occupational criteria have a rate almost similar to the sample division rate in chapter 3. Therefore, it can be concluded that the survey data is suitable for use in analysis activities.
- Income structure: the group with income from 3 to 5 million has the highest rate with 39% of the total number of respondents. This is consistent with the income structure of Hanoi people and corresponds to the average income of the group of civil servants and office workers. Those
People with no income account for 23%, income under 3 million VND accounts for 13% and income over 5 million VND accounts for 25%.
4.2 Mobile phone usage in Hanoi inner city area
According to the survey results, most respondents said they had used the phone for more than 1 year, specifically: 68.4% used mobile phones from 4 to 10 years, 23.2% used from 1 to 3 years, 7.8% used for more than 10 years. Those who used mobile phones for less than 1 year accounted for only a very small proportion of ~ 0.6%. (Table 4.1)
Table 4.1: Time spent using mobile phones
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Alid
<1 year
5
.6
.6
.6
1-3 years
194
23.2
23.2
23.8
4-10 years
571
68.4
68.4
92.2
>10 years
65
7.8
7.8
100.0
Total
835
100.0
100.0
The survey indexes on the time of using mobile phones of consumers in the inner city of Hanoi are very impressive for a developing country like Vietnam and also prove that Vietnamese consumers have a lot of experience using this high-tech device. Moreover, with the majority of consumers surveyed having a relatively long time of use (4-10 years), it partly proves that mobile phones have become an important and essential item in people's daily lives.
When asked about the mobile phone network they are using, 31% of respondents said they are using the network of Vietel company, 29% use the network of
of Mobifone company, 27% use Vinaphone company's network and 13% use networks of other providers such as E-VN telecom, S-fone, Beeline, Vietnammobile. (Figure 4.1).
Figure 4.1: Mobile phone network in use
Compared with the announced market share of mobile telecommunications service providers in Vietnam (Vietel: 36%, Mobifone: 29%, Vinaphone: 28%, the remaining networks: 7%), we see that the survey results do not have many differences. However, the statistics show that there is a difference in the market share of other networks because the Hanoi market is one of the two main markets of small networks, so their market share in this area will certainly be higher than that of the whole country.
According to a report by NielsenMobile (2009) [8], the number of prepaid mobile phone subscribers in Hanoi accounts for 95% of the total number of subscribers, however, the results of this survey show that the percentage of prepaid subscribers has decreased by more than 20%, only at 70.8%. On the contrary, the number of postpaid subscribers tends to increase from 5% in 2009 to 19.2%. Those who are simultaneously using both types of subscriptions account for 10%. (Table 4.2).
Table 4.2: Types of mobile phone subscribers
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Prepay
591
70.8
70.8
70.8
Pay later
160
19.2
19.2
89.9
Both of the above
84
10.1
10.1
100.0
Total
835
100.0
100.0
The above figures show the change in the psychology and consumption habits of Vietnamese consumers towards mobile telecommunications services, when the use of prepaid subscriptions and junk SIMs is replaced by the use of two types of subscriptions for different purposes and needs or switching to postpaid subscriptions to enjoy better customer care services.
In addition, the majority of respondents have an average spending level for mobile phone services from 100 to 300 thousand VND (406 ~ 48.6% of total respondents). The high spending level (> 500 thousand VND) is the spending level with the lowest number of people with only 8.4%, on the contrary, the low spending level (under 100 thousand VND) accounts for the second highest proportion among the groups of respondents with 25.4%. People with low spending levels mainly fall into the group of students and retirees/housewives - those who have little need to use or mainly use promotional SIM cards. (Table 4.3).
Table 4.3: Spending on mobile phone charges
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<100,000
212
25.4
25.4
25.4
100-300,000
406
48.6
48.6
74.0
300,000-500,000
147
17.6
17.6
91.6
>500,000
70
8.4
8.4
100.0
Total
835
100.0
100.0
The statistics in Table 4.3 are similar to the percentages in the NielsenMobile survey results (2009) with 73% of mobile phone users having medium spending levels and only 13% having high spending levels.
The survey results also showed that up to 31% ~ nearly one-third of respondents said they sent more than 10 SMS messages/day, meaning that on average they sent 1 SMS message for every working hour. Those with an average SMS message volume (from 3 to 10 messages/day) accounted for 51.1% and those with a low SMS message volume (less than 3 messages/day) accounted for 17%. (Table 4.4)
Table 4.4: Number of SMS messages sent per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
142
17.0
17.0
17.0
3-10 news
427
51.1
51.1
68.1
>10 news
266
31.9
31.9
100.0
Total
835
100.0
100.0
Similar to sending messages, those with an average message receiving rate (from 3-10 messages/day) accounted for the highest percentage of ~ 55%, followed by those with a high number of messages (over 10 messages/day) ~ 24% and those with a low number of messages received daily (under 3 messages/day) remained at the bottom with 21%. (Table 4.5)
Table 4.5: Number of SMS messages received per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
175
21.0
21.0
21.0
3-10 news
436
55.0
55.0
76.0
>10 news
197
24.0
24.0
100.0
Total
835
100.0
100.0
When comparing the data of the two result tables 4.4 and 4.5, we can see the reasonableness between the ratio of the number of messages sent and the number of messages received daily by the interview participants.
4.3 Current status of SMS advertising and Mobile Marketing
According to the interview results, in the 3 months from the time of the survey and before, 94% of respondents, equivalent to 785 people, said they received advertising messages, while only a very small percentage of 6% (only 50 people) did not receive advertising messages (Table 4.6).
Table 4.6: Percentage of people receiving advertising messages in the last 3 months
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Have
785
94.0
94.0
94.0
Are not
50
6.0
6.0
100.0
Total
835
100.0
100.0
The results of Table 4.6 show that consumers in the inner city of Hanoi are very familiar with advertising messages. This result is also the basis for assessing the knowledge, experience and understanding of the respondents in the interview. This is also one of the important factors determining the accuracy of the survey results.
In addition, most respondents said they had received promotional messages, but only 24% of them had ever taken the action of registering to receive promotional messages, while 76% of the remaining respondents did not register to receive promotional messages but still received promotional messages every day. This is the first sign indicating the weaknesses and shortcomings of lax management of this activity in Vietnam. (Table 4.7)
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Impact of Financial Market Development on Enterprise Capital Structure by National Institutional Quality -
The impact of financial market development on the capital structure of listed enterprises in the ASEAN Economic Community - 28 -
The impact of financial market development on the capital structure of listed enterprises in the ASEAN Economic Community - 2 -
Discussion of Quantitative Research Results on the Impact of Control Variables on Financial Performance
State ownership

Organizational ownership
Ownership of Board of Directors Size
Independence Concurrent tenure Seniority Expertise
Sex
QUALITY OF INFORMATION
ACCOUNTANT
Scale
Seniority
Expertise
Sex
CHARACTERISTICS OF THE BOARD OF DIRECTORS
OWNERSHIP STRUCTURE
Figure 2.3. Research model
CHARACTERISTICS OF THE BOARD OF SUPERVISION
Source: Author's synthesis
Thus, based on the theoretical framework of research on accounting information quality, corporate governance and the impact of corporate governance on accounting information quality, the thesis has synthesized and proposed a research model. The model is the premise for answering research questions, combined with the application of research methods to give the final research results of the thesis.
CHAPTER 3 RESEARCH METHODOLOGY
3.1. Research design
The research design of the Thesis is described in diagram 3.1:
Ordinary least squares (OLS) method, fixing industry and year effects
Binary logistic regression method,
fixed industry and year effects
Figure 3.1. Research design of the Thesis
Overview of research on accounting quality and the impact of corporate governance on accounting quality
Theoretical framework of the study
Model building and research methods
The impact of corporate governance on accounting information quality measured by earnings management
Impact of QTCT on accounting quality measured by errors in financial statements
- Current status of accounting information systems of listed companies
- The impact of ownership structure on accounting information system
- The impact of board of directors' characteristics on accounting information quality
- The impact of BKS characteristics on accounting quality
Solutions to improve corporate governance to improve accounting information quality at companies listed on the Vietnamese stock market
Source: Author's construction
In order to achieve the set objectives and answer the research questions, the research was conducted through three steps: (1) Building a theoretical framework, (2) Building a model and research methods, and (3) Analyzing research results and providing solutions.
Step 1: Build a theoretical framework
The thesis builds a theoretical framework from an overview of domestic and foreign research on accounting information quality and the impact of corporate governance on accounting information quality. Inheriting previous studies, the author has chosen the research direction on accounting information quality in terms of honesty, which is a basic characteristic stipulated in Vietnamese Accounting Standards. From there, the author builds a theoretical framework on the impact of corporate governance on accounting information quality.
Step 2: Build a model and research method
Based on the theoretical framework established in step 1, the author determined the research objectives, research questions, built the model, proposed research hypotheses and selected appropriate research methods. The author collected financial data provided by Stoxplus Joint Stock Company, management data provided by Tai Viet Joint Stock Company (Vietstock), combined with data collection on the professional qualifications of the Board of Directors and the Board of Supervisors from the annual reports of listed companies. Quantitative methods, specifically the OLS least squares regression method and the binary logistic regression method fixed on industry and year effects, were the two methods selected respectively for the two models testing the impact of corporate governance on accounting information quality measured by earnings management on the basis of accruals and errors on financial statements.
Step 3: Analyze research results and propose solutions
Using the research model and research method in step 2, the thesis analyzes and discusses the final research results including the current status of accounting information quality of listed companies on the Vietnamese stock market and performs regression, thereby providing empirical evidence on the impact of corporate governance on accounting information quality in terms of ownership structure, characteristics of the Board of Directors and characteristics of the Supervisory Board. The research results are the basis for solutions related to corporate governance to improve accounting information quality of listed companies in Vietnam.
3.2. Research hypotheses
3.2.1. Research hypothesis related to the impact of ownership structure on the quality of accounting information
State ownership (SH_NHANUOC)
The theoretical basis shows that studies on the impact of State ownership on accounting information quality provide contradictory conclusions due to the influence of the political economic characteristics of each country and the timing of the research. Accordingly, State ownership can limit or increase loopholes for opportunistic behavior of the Board of Directors, reflected in the adjustment of accounting information. Based on the characteristics of the Vietnamese economy, companies receiving State capital have the advantage of State protection in credit and business policies. Along with that, business performance is not considered a top priority, instead, these companies can be maintained to serve other purposes, such as social welfare, national security, and political purposes. With the advantage of concentrated State ownership, the profit pressure from minority shareholders is insignificant, the Board of Directors of State-owned enterprises do not have to bear the pressure of beautifying the financial statements to hide the problems of the enterprise, to satisfy shareholders, so the accounting information quality provided by State-owned companies is considered honest and reliable. By this explanation, the thesis supports the views of Wang and Yung (2011), Kao (2014), Nguyen Thu Hang et al. (2018) and proposes the research hypothesis H1:
Hypothesis H1: The larger the state-owned enterprise, the more accounting information quality.
High.
Institutional shareholder ownership (SH_TOCHUC)
Institutional shareholders are considered to have professional advantages and sufficient capacity.
detect accounting information manipulation behaviors as well as have more information channels and more material resources to monitor managers (Elsbach and Bhattacharya, 2001). Owning a large enough number of shares creates conditions for these organizations to participate in the monitoring system, as well as increases the motivation for these institutional investors to closely monitor the activities of the Board of Directors, to ensure that the company receiving capital will provide quality accounting information. With
Based on the above arguments, similar to Cornett et al. (2008), Firmansyah et al. (2019), the author proposes hypothesis H2:
Hypothesis H2: The larger the institutional ownership of a company, the higher the accounting transparency.
Ownership of Board of Directors (SH_BGD)
Jensen and Meckling (1976) argued that one of the ways to limit agency costs is to increase the ownership ratio of the Board of Directors, then it seems that the Board of Directors will run their own business, the interests of the Board of Directors will be linked to the interests of the business. On the other hand, the pressure of being fired will be reduced if the Board of Directors owns a large enough number of shares. Therefore, the Board of Directors will not be under pressure to distort accounting information to beautify the financial statements and appease shareholders. Similar to the research of Loebbecke (1989), Kao (2014), the author proposed hypothesis H3:
Hypothesis H3: The larger the company's Board of Directors' ownership, the higher the accounting information quality.
3.2.2. Research hypothesis related to the impact of Board of Directors characteristics on the quality of accounting information
Board of Directors size (QUYMO_HDQT)
Research by Xie et al. (2003) and Fathi (2013) suggests that a large-scale board of directors will effectively promote the monitoring function with comprehensive control, gathering many opinions and experiences of experts, thereby limiting the behavior of the board of directors adjusting accounting information, improving accounting information quality. Agreeing with this point of view, the author proposes hypothesis H4 for the research model:
Hypothesis H4: The larger the company's Board of Directors, the higher the accounting information quality.
Independence (DOCLAP_HDQT)
Most studies believe that independent members play an important role in ensuring the monitoring function of the Board of Directors. Independent members are highly appreciated for their objectivity, so in the process of checking and evaluating the performance of the operator, they maintain a neutral position and are not bound by the relationship with the Board of Directors. From there, the studies of Holtz et al. (2014), Roden et al.
(2016) provided evidence of a positive relationship between board independence and accounting information quality. Based on this argument, the author proposes hypothesis H5:
Hypothesis H5: The more independent the board of directors of a company is, the higher the accounting information quality is.
Concurrent (KIEMNHIEM_HDQT)
Research by Loebbecke (1989), Roden et al. (2016) suggests that companies with a Chairman of the Board of Directors who also serves as CEO will have low accounting information quality because the problem of holding these two positions concurrently leads to an individual holding both the supervisory function and the executive function, thus weakening the role of the Board of Directors. This centralization problem raises concerns about the abuse of power for personal gain and concealment of information through adjusting entries of the concurrent individual. Based on this explanation, the author proposes hypothesis H6:
Hypothesis H6: The company does not have the status of Chairman of the Board of Directors concurrently as CEO, the higher the accounting information quality.
Board of Directors Seniority (THAMNIEN_HDQT)
Research by Ghosh et al. (2010), Kim and Yang (2014) shows that seniority of the Board of Directors means long-term commitment to the company, which will help these members have understanding and familiarity with the business operations as well as the accounting information system of the company, thereby helping the company's monitoring system operate more effectively. Therefore, seniority of the Board of Directors is expected to help improve accounting information quality. Supporting this view, the author proposes hypothesis H7:
Hypothesis H7: The company with the more seniority of the Board of Directors members has the higher accounting information quality.
Professional qualifications of the Board of Directors (CHUYENMON_HDQT)
Studies by Qinghua et al. (2007), Skousen and Wright (2008) all highly appreciate the positive impact of the Board of Directors having financial and accounting expertise on accounting information quality. With their understanding of accounting and finance, these members are expected to detect the accounting information adjustment behaviors of the operator, thereby helping to improve accounting information quality. With this argument, the author proposes hypothesis H8:
Hypothesis H8: The higher the percentage of board members with expertise in finance and accounting, the higher the accounting information quality.
Gender of Board of Directors (GIOITINH_HDQT)
Studies on the impact of gender on accounting information quality have shown that female participation in the board of directors has a positive impact on accounting information quality (Thiruvadi and Huang, 2011). Female board members are often highly regarded in their supervisory role. This is explained by gender characteristics, as women tend to avoid risks, and accounting information distortion is considered a risk of the supervisory system. On the other hand, with the characteristics influenced by conservatism and moral reasoning, female participation in the board of directors is expected to enhance the effectiveness of the board of directors' supervisory role, thereby helping to enhance accounting information quality. Therefore, the author proposes hypothesis H9:
Hypothesis H9: The higher the ratio of female members in the board of directors, the higher the accounting information quality.
3.2.3. Research hypothesis related to the impact of Board of Supervisors characteristics on the quality of accounting information
Board of Supervisors (QUYMO_BKS)
According to Firth et al. (2007), the number of BKS members is positively related to accounting information quality. An agency with many members will be diverse in expertise and experience, thus achieving effective supervision and improving accounting information quality. From there, the author proposes hypothesis H10:
Hypothesis H10: The larger the company's BKS size, the higher the accounting information quality.
Seniority of Board of Supervisors (THAMNIEN_BKS)
Research by Chen et al. (2006) shows that seniority of the BKS will help them gain experience and familiarity with the company's internal control system, thereby helping the company's monitoring system operate more effectively. Therefore, seniority of the BKS is expected to help improve accounting information quality. From that, the author proposes hypothesis H11:
Hypothesis H11: The longer the company's Board of Supervisors is, the higher the accounting quality.

![Mobile Phone Usage in Hanoi Inner City Area
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- Test the relationship between demographic variables and consumer behavior for Mobile Marketing activities
The analysis method used is the Chi-square test (χ2), with statistical hypotheses H0 and H1 and significance level α = 0.05. In case the P index (p-value) or Sig. index in SPSS has a value less than or equal to the significance level α, the hypothesis H0 is rejected and vice versa. With this testing procedure, the study can evaluate the difference in behavioral trends between demographic groups.
CHAPTER 4
RESEARCH RESULTS
During two months, 1,100 survey questionnaires were distributed to mobile phone users in the inner city of Hanoi using various methods such as direct interviews, sending via email or using questionnaires designed on the Internet. At the end of the survey, after checking and eliminating erroneous questionnaires, the study collected 858 complete questionnaires, equivalent to a rate of about 78%. In addition, the research subjects of the thesis are only people who are using mobile phones, so people who do not use mobile phones are not within the scope of the thesis, therefore, the questionnaires with the option of not using mobile phones were excluded from the scope of analysis. The number of suitable survey questionnaires included in the statistical analysis was 835.
4.1 Demographic characteristics of the sample
The structure of the survey sample is divided and statistically analyzed according to criteria such as gender, age, occupation, education level and personal income. (Detailed statistical table in Appendix 6)
- Gender structure: Of the 835 completed questionnaires, 49.8% of respondents were male, equivalent to 416 people, and 50.2% were female, equivalent to 419 people. The survey results of the study are completely consistent with the gender ratio in the population structure of Vietnam in general and Hanoi in particular (Male/Female: 49/51).
- Age structure: 36.6% of respondents are <23 years old, equivalent to 306 people. People from 23-34 years old
accounting for the highest proportion: 44.8% equivalent to 374 people, people aged 35-45 and >45 are 70 and 85 people equivalent to 8.4% and 10.2% respectively. Looking at the results of this survey, we can see that the young people - youth account for a large proportion of the total number of people participating in the survey. Meanwhile, the middle-aged people including two age groups of 35 - 45 and >45 have a low rate of participation in the survey. This is completely consistent with the reality when Mobile Marketing is identified as a Marketing service aimed at young people (people under 35 years old).
- Structure by educational level: among 835 valid responses, 541 respondents had university degrees, accounting for the highest proportion of ~ 75%, 102 had secondary school degrees, ~ 13.1%, and 93 had post-graduate degrees, ~ 11.9%.
- Occupational structure: office workers and civil servants are the group with the highest rate of participation with 39.4%, followed by students with 36.6%. Self-employed people account for 12%, retired housewives are 7.8% and other occupational groups account for 4.2%. The survey results show that the student group has the same rate as the group aged <23 at 36.6%. This shows the accuracy of the survey data. In addition, the survey results distributed by occupational criteria have a rate almost similar to the sample division rate in chapter 3. Therefore, it can be concluded that the survey data is suitable for use in analysis activities.
- Income structure: the group with income from 3 to 5 million has the highest rate with 39% of the total number of respondents. This is consistent with the income structure of Hanoi people and corresponds to the average income of the group of civil servants and office workers. Those
People with no income account for 23%, income under 3 million VND accounts for 13% and income over 5 million VND accounts for 25%.
4.2 Mobile phone usage in Hanoi inner city area
According to the survey results, most respondents said they had used the phone for more than 1 year, specifically: 68.4% used mobile phones from 4 to 10 years, 23.2% used from 1 to 3 years, 7.8% used for more than 10 years. Those who used mobile phones for less than 1 year accounted for only a very small proportion of ~ 0.6%. (Table 4.1)
Table 4.1: Time spent using mobile phones
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Alid
<1 year
5
.6
.6
.6
1-3 years
194
23.2
23.2
23.8
4-10 years
571
68.4
68.4
92.2
>10 years
65
7.8
7.8
100.0
Total
835
100.0
100.0
The survey indexes on the time of using mobile phones of consumers in the inner city of Hanoi are very impressive for a developing country like Vietnam and also prove that Vietnamese consumers have a lot of experience using this high-tech device. Moreover, with the majority of consumers surveyed having a relatively long time of use (4-10 years), it partly proves that mobile phones have become an important and essential item in peoples daily lives.
When asked about the mobile phone network they are using, 31% of respondents said they are using the network of Vietel company, 29% use the network of
of Mobifone company, 27% use Vinaphone companys network and 13% use networks of other providers such as E-VN telecom, S-fone, Beeline, Vietnammobile. (Figure 4.1).
Figure 4.1: Mobile phone network in use
Compared with the announced market share of mobile telecommunications service providers in Vietnam (Vietel: 36%, Mobifone: 29%, Vinaphone: 28%, the remaining networks: 7%), we see that the survey results do not have many differences. However, the statistics show that there is a difference in the market share of other networks because the Hanoi market is one of the two main markets of small networks, so their market share in this area will certainly be higher than that of the whole country.
According to a report by NielsenMobile (2009) [8], the number of prepaid mobile phone subscribers in Hanoi accounts for 95% of the total number of subscribers, however, the results of this survey show that the percentage of prepaid subscribers has decreased by more than 20%, only at 70.8%. On the contrary, the number of postpaid subscribers tends to increase from 5% in 2009 to 19.2%. Those who are simultaneously using both types of subscriptions account for 10%. (Table 4.2).
Table 4.2: Types of mobile phone subscribers
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Prepay
591
70.8
70.8
70.8
Pay later
160
19.2
19.2
89.9
Both of the above
84
10.1
10.1
100.0
Total
835
100.0
100.0
The above figures show the change in the psychology and consumption habits of Vietnamese consumers towards mobile telecommunications services, when the use of prepaid subscriptions and junk SIMs is replaced by the use of two types of subscriptions for different purposes and needs or switching to postpaid subscriptions to enjoy better customer care services.
In addition, the majority of respondents have an average spending level for mobile phone services from 100 to 300 thousand VND (406 ~ 48.6% of total respondents). The high spending level (> 500 thousand VND) is the spending level with the lowest number of people with only 8.4%, on the contrary, the low spending level (under 100 thousand VND) accounts for the second highest proportion among the groups of respondents with 25.4%. People with low spending levels mainly fall into the group of students and retirees/housewives - those who have little need to use or mainly use promotional SIM cards. (Table 4.3).
Table 4.3: Spending on mobile phone charges
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<100,000
212
25.4
25.4
25.4
100-300,000
406
48.6
48.6
74.0
300,000-500,000
147
17.6
17.6
91.6
>500,000
70
8.4
8.4
100.0
Total
835
100.0
100.0
The statistics in Table 4.3 are similar to the percentages in the NielsenMobile survey results (2009) with 73% of mobile phone users having medium spending levels and only 13% having high spending levels.
The survey results also showed that up to 31% ~ nearly one-third of respondents said they sent more than 10 SMS messages/day, meaning that on average they sent 1 SMS message for every working hour. Those with an average SMS message volume (from 3 to 10 messages/day) accounted for 51.1% and those with a low SMS message volume (less than 3 messages/day) accounted for 17%. (Table 4.4)
Table 4.4: Number of SMS messages sent per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
142
17.0
17.0
17.0
3-10 news
427
51.1
51.1
68.1
>10 news
266
31.9
31.9
100.0
Total
835
100.0
100.0
Similar to sending messages, those with an average message receiving rate (from 3-10 messages/day) accounted for the highest percentage of ~ 55%, followed by those with a high number of messages (over 10 messages/day) ~ 24% and those with a low number of messages received daily (under 3 messages/day) remained at the bottom with 21%. (Table 4.5)
Table 4.5: Number of SMS messages received per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
175
21.0
21.0
21.0
3-10 news
436
55.0
55.0
76.0
>10 news
197
24.0
24.0
100.0
Total
835
100.0
100.0
When comparing the data of the two result tables 4.4 and 4.5, we can see the reasonableness between the ratio of the number of messages sent and the number of messages received daily by the interview participants.
4.3 Current status of SMS advertising and Mobile Marketing
According to the interview results, in the 3 months from the time of the survey and before, 94% of respondents, equivalent to 785 people, said they received advertising messages, while only a very small percentage of 6% (only 50 people) did not receive advertising messages (Table 4.6).
Table 4.6: Percentage of people receiving advertising messages in the last 3 months
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Have
785
94.0
94.0
94.0
Are not
50
6.0
6.0
100.0
Total
835
100.0
100.0
The results of Table 4.6 show that consumers in the inner city of Hanoi are very familiar with advertising messages. This result is also the basis for assessing the knowledge, experience and understanding of the respondents in the interview. This is also one of the important factors determining the accuracy of the survey results.
In addition, most respondents said they had received promotional messages, but only 24% of them had ever taken the action of registering to receive promotional messages, while 76% of the remaining respondents did not register to receive promotional messages but still received promotional messages every day. This is the first sign indicating the weaknesses and shortcomings of lax management of this activity in Vietnam. (Table 4.7)
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