THE IMPACT OF INTERNET ADVERTISING ON PERCEPTIONS, ATTITUDES AND PURCHASING INTENTIONS: ELABORATING ON GENDER, EDUCATION AND AGE DIFFERENCES IN VIETNAMESE CONTEXT

摘要

This research focuses on some major perceptions for online advertisers addressing the attitudes toward on internet advertising. We examine whether the perceived cultural and social factors can shape overall positive advertising attitudes and purchase intentions from internet advertising. Using a sample from Vietnamese people, we combine a regression method with recent important insights from literature, and find that perceptions of online advertising enhances the attitudes and this effect is more pronounced in the purchasing intentions from internet advertising.