Understanding online purchase intention: the mediating role of attitude towards advertising
نویسندگان
چکیده
Recognizing the growth of Facebook and advertising on this platform in an emerging market, we conducted a study impact characteristics market’s purchase intention. This attempts to identify test key factors that have direct customer online intention for advertised products, examines mediating role attitude towards advertising. In addition, been shown previous studies consumer intention, such as entertainment, credibility, personalization, effects are also included model further consideration. follows quantitative approach through interviews with 477 participants. The questionnaires were distributed respondents by interviewers at milk tea coffee shops Ho Chi Minh City, Vietnam’s largest city. Data analyzed structural equation modelling. Empirical results indirect effect informativeness, privacy concerns, irritation attitudes advertising, however, interact, credibility do not show Finally, ads found significant positive was successful developing empirical understanding markets, specifically Vietnam. Therefore, provides essential insights firms marketers investigating issues related intentions,
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ژورنال
عنوان ژورنال: Cogent Business & Management
سال: 2022
ISSN: ['2331-1975']
DOI: https://doi.org/10.1080/23311975.2022.2095950