Exploring the Behavioural Intention of Viral Marketing in Vietnam''s Consumers

• Main Authors: Tran Thi Ngoc Quyen, 陳氏玉娟
• Other Authors: Shiow-Luan Wang
• Format: Others
• Language: en_US
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/222r88

碩士 === 國立虎尾科技大學 === 資訊管理研究所 === 102 === Viral marketing (VM) is becoming increasingly popular, in which, the fastest growing is viral video advertisements (VVAs) because of the sharing sites and social networks so to use VVAs for marketing on the best way, the marketers need to understand the key factors that decide success or failure of viral marketing campaigns, one of which is the sharing VVAs behavior of consumers. This study aims to understand the main motivations of Vietnamese consumers to share VVAs to provide valuable information for the marketers to revisit their strategic directions and strategies in the VM campaigns in Vietnam. Three aspects are included in this research: (1) Reviewing of the internet using in Vietnam includes business development, marketing online, VM, VVAs, (2) Building model of the factors affecting consumers’ sharing VVAs behavior, and (3)Finding out the factors significant affecting consumers’ sharing VVAs behavior. Based on the full sample of more than 300 subjects surveyed in this study, it is found that individuation (IN) , altruism (AL), perceived enjoyment (PE), curiosity (CUR) are stronger factors affect the consumers'' sharing VVAs intention (SI) and SI positively affects sharing VVAs behavior (SB).