- International Conference on Marketing in the Connected Age (MICA-2018), October 6 th , 2018 Danang City, Vietnam. - The Reaction of Z Generation to Online Television Advertisement. - The Z generation is a particularly important group of customers nowadays, representing the behavioral group and the unique qualities of people in the era of science and technology with many historic turning points. - By quantitative research, combined with the analysis of secondary material, this study is based on the communication model of some prior scholars to test a behavioral study of the Z generation with TVC online.. - In order to sell products, the first thing a company needs is how to communicate the products to the public.. - Advertising is one of the simplest and most effective forms of communication. - In the past, the customers received a huge amount of advertising messages, they often did not have the means to pay attention to all (Ducoffe, 1996). - With the characteristics of TVC, online TVC has the advantage that messages can be transmitted everywhere and at any time, impressing to the public more than other media by text, image, sound and motion in the ads. - In addition, online TVC makes it easy and quick to interact between customers and advertisers. - Due to the ability to attract the attention of many customers, online TVC gradually replaced the traditional media channels.. - According to a report by Nielsen of the internet users hate the advertisement, and 26% like it.. - Online TVC allow marketers to have direct contact with customers anytime, anywhere. - Online TVC not only helps the marketer reach the right target audience, but also the real customers. - The important thing is how to understand internet users and the factors that affect their attitudes towards online TVC.. - Because of the attitude of thought, the effect on emotions results in behavioral influences (Nguyen Xuan Lan et al., 2010). - In Vietnam, according to a report by the Vietnam Internet Association there are more than 64 million Internet users, ranked 6th in Asia and 12th in the world. - This is really a great ground for the development of the online TVC market. - Young consumers are the target audience for many brands as they are accessible to the latest trends as well as the fastest new technologies.. - The Z generation (also known as Post Millennials, the iGeneration, or the Homeland Generation) is the demographic behind The Millennials. - We still have no exact time when the group started or ended, but it is understood to be from the mid-1990s to the early 2000s. - In 2015, Epinion Global has a more in-depth study on The Z generation in Vietnam with 710 responses, Epinion has discovered seven characteristics of The Z generation in Vietnam such as:. - They have become more skeptical of the Internet, they seem to have a lot of experience accessing online information, which suggests that the origin of shared information is not necessarily obtained from reliable sources. - And they want to get more proof of the authenticity of the information and the censorship of reputable organizations.. - The results of a survey by market research firm Kantar Millward Brown on The Z generation in 2017 shows a clearer Z generation, including the Z generation in Vietnam, the Philippines, and Indonesia. - Growing up in technological maturity since the mid-1990s, the Z generation is the most technologically advanced generation today. - The Z generation likes to communicate through images, using multiple social networks simultaneously to connect. - This group of young people is less likely to watch television, listen to the radio, or read newspapers than in previous generations: only 52% watched television for more than an hour a day, compared to 77% in the 20-34 age group. - According to the survey, 22% of the Z generation in Vietnam reacted negatively to pop-up ads (automatic windows that popped up on the news site, even when viewers did not click on it). - The biggest opportunity for marketers is to connect this generation with ads that are likely to invite them to participate: 58% of the Z consumers are positive about the ads. - Attracting the attention of the Z generation with advertising media in general and online TVC is a challenge.. - Therefore, the research team has chosen the topic: "The reaction of Z generation consumers for online TVC”. - Is there a relationship between the Z generation consumers and online TVC?. - If there is a relationship, how impact of online TVC to the consumer Z?. - Since the development of advertising for many years, there have been many researches on attitude toward. - Attitude-toward-the-ad Model (Lutz &. - Mitall (1993)’s seven factor model laid the foundation for the forming of attitude toward advertising. - Attitude toward advertising (Ducoffe, 1996).. - The ad credibility was also supported by Mackenzie and Lutz (1989) who focused on the attitude-toward-the-ad. - Gustaf and Ruxandra (2012) combined the whole Lutz and MacKenzie (1989) model with Ducoffe (1996) model which was used to explain factors of attitude toward advertising in the former. - Wang, Zhang and D’Eredita (2002), Zhang and Chingning (2005), Ducoffe (1996), Brackett and Carr (2001), Ling et al., (2010) and Saadeghvaziri and Seyedjavadin (2011), have all used parts of or all factors included in the model to do research.. - The model formed in this research - Ducoffe (1996) extended model. - Research models suggested in this study that the model be incorporated from the elements is said to have influenced the response of consumers to Z to online TVC in the previous research. - In this work, we will suggest the hypothesis and reach the goal of research based on the above documents.. - The research model of consumer reaction of Z generation to TVC online (Hoai et al) 3. - The hypothesis: This research is described in the diagram of figure 5. - First of all, based on the theoretical basis and the issues of practices, some of the major works to be done. - Firstly, a set of tools and scientific methods are used to test and get a complete set of scales to meet the requirements in terms of the mathematical statistics in the analysis and processing of data. - This data will be used to evaluate the response of the generation Z to online TVC. - H1: There is a positive relationship between the information of TVC online and the reaction of the Z generation.. - H2: There is a positive relationship between the entertainment of TVC online and the reaction of the Z generation.. - H3: There is a negative relationship between the irritation of TVC online and the reaction of the Z generation.. - H4: There is a positive relationship between the credibility of TVC online and the reaction of the Z generation.. - H5: There is a positive relationship between the interactive of TVC online and the reaction of the Z generation.. - H6: There is a positive relationship between the relevant demographics of TVC online and the reaction of the Z generation.. - H7: There is a positive relationship between the value of TVC online and the reaction of the Z generation.. - In this section, the reaction of the generation Z is based on the measuring questionnaire theory. - The reaction of the generation Z to online TVC is through the measurement recorded the remarks from the perspective of the people who have joined the social network use is subject to the direct impact from online TVC. - Accordingly, all the research problems are measured through the record the feel of the generation Z to the impact of online TVC. - preliminary evaluation of the scale. - The scale is based on previous studies by researchers such as Ducoffe (1996), Prendergast et al (2009),. - The scale of Information, Entertainment, Irritation, Advertising value is based on Ducoffe's (1996). - Scale of Credibility is based on Prendergast et al (2009). - The Interactive component scale is based on Ko et al. - The Relevant Demographics is based on Bracket &. - There are seven concepts studied in the model: information of online TVC (INF), Entertainment of online TVC (ENT), Irritation of online TVC (IRR), Credibility of online TVC (CRE), Interaction (INT), Value of online TVC (VAL), Attitudes towards online TVC (ATT).. - In the preliminary study phase, 30 questionnaires were sent to four small groups for testing. - Each questionnaire consists of observation variables that measure the reaction of the Z generation consumer to online TVC. - Based on preliminary research with small samples (30 samples), some variables are less meaningful according to experts' opinion and are removed, leading to 34 observation variables belonging to seven scales as shown in the table, namely:. - Information of online TVC scale includes 4 observation variables: INF_1, INF_2, INF_3, INF_4.. - Entertainment of online TVC scale includes 4 observable variables: ENT_1, ENT_2, ENT_3, ENT_4.. - Irritation of online TVC scale includes 5 observation variables: IRR_1, IRR_2, IRR_3, IRR_4, IRR_5.. - Credibility of online TVC scale includes four observation variables: CRE_1, CRE_2, CRE_3, CRE_4.. - Value of online TVC scales includes 4 observation variables: VLA_1, VLA_2, VLA_3, VLA_4.. - Attitudes towards online TVC scale includes 4 observation variables: ATT_1, ATT_2, ATT_3, ATT_4.. - The size of the sample in this research was based on the requirement of Exploratory Factor Analysis (EFA) and multivariate regression:. - With a 95% confidence level, there are four factors that influence the consumer reaction to the Z generation for online TVC. - The one-sample T test contributes to the test of significant difference, the result will help us make a decision whether the hypothesis should be accepted or rejected. - Compared the mean value to the neutral point, it will indicate whether there is a positive or negative influence.. - In this method, four independent variables (INF, ENT, IRR, INT) and one dependent variable (Y) are included in the model.. - As a result of the regression analysis, with 4 variables are accepted (enough strong) and 2 variables are rejected (very weak), the authors write the following regression equations:. - Z Generation Consumer Response to online TVC = 0.447 (Information. - This shows that values of information, entertainment, and credibility have a positive impact on the behavior of the Z generation consumers to online TVC, the irritation has negative impact to online TVC.. - The major result of this study is to show the factors that strongly influence the reaction of the generation Z consumers to online TVC. - of the factors affecting the reaction of the Z generation to online TVC through quantitative research. - It shows that the information and irritation that most strongly influence the reaction of consumers to online TVC.. - Firstly, systemizing the basic theories of the Z generation, TVC online, review of the scholarly content of previous work such as Chingning Wang's Model of Research, Ping Zhang, Risook Choi, and Michael DíCredita (2002), a model of consumer attitudes toward advertising by Uchenna Cyril, Eze, Chai Har &. - Thirdly, successfully testing a model and shows a 95% reliability of a psychometric test, which indicates that their levels of influence is similar to the reaction of the Z generation consumer to online TVC.. - Limitations of study include: restrictions related to the sample because of random sampling method, and the sampling range was small and limited in some areas, so the sample did not meet the requirements of representativeness and generality. - However, this study will help business leaders decides the selection criteria to create a better TVC online, suitable to the demand of the Z generation’s and organizations’ objectives.. - Journal of Marketing.. - Journal of Interactive Advertising.. - Advertising Value and Advertising on the Web. - Journal of Advertising Research.. - Journal of Advertising.. - J., An empirical examination of the Structura antecedents of attitude toward the ad in an advertising pretesting context, Journal of marketing (1989).. - Journal of marketing Research.. - Here’s the beef: factors, determinants, and segmants in consumer criticsm of avvertising. - Understanding consumers attitude toward advertising. - Journal of Advertising. - Proceedings of the International Conference on Organizational Innovation 2011.
Xem thử không khả dụng, vui lòng xem tại trang nguồn hoặc xem
Tóm tắt