VIETNAMESE CONSUMERS’ ATTITUDE ON TELEVISION ADVERTISEMENT OF SKIN CARE
Abstract. The research investigates how the factors affect Vietnamese consumers’ attitude on television
advertisement of skin care, by intervewing 280 consumers. The method of Cronbach’s Alpha analysis, exploratory factor analysis and multiple regression analysis were used with the SPSS program. The result shows that there are five factors affects Vietnamese consumers’ attitude on television advertisement of skin care increasingly: Entertaiment, Informativeness, Celebrity, In-irritation, Credibility. The test show that there is a difference in attitudes towards television commercials in the skin care industry in Vietnam by four characteristics: Gender, Age, Income, Academic level. The research also suggests some solutions to the television advertisers to enhance capability of serving consumers.
Keywords: consumer attitude, television advertisement, Vietnamese consumers, skin care, multiple regression analysis, quantitative method.
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