Journal of Information Technology Applications and Management

Korea Data Strategy Society (한국데이터전략학회)
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An Extension of Theory of Planned Behavior for in-App Advertisements: The Case of Vietnamese Young Mobile Users

  • Tapanainen, Tommi (Department of Global Studies, College of Economics and International Trade, Pusan National University) ;
  • Dao, Trung Kien (Faculty of Economics and Business, Phenikaa University) ;
  • Nguyen, Thi Thanh Hai (Department of Information Studies, Abo Akademi University) ;
  • Pham, Thi Anh Duong (The Center of Quantitative Analysis, Quantitative Analysis Global Joint Stock Company) ;
  • Nguyen, Danh Nguyen (School of Economics and Management, Hanoi University of Science and Technology)
  • Received : 2019.11.10
  • Accepted : 2020.02.28
  • Published : 2020.02.29
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Abstract

In-app advertisement is a fast-growing trend in mobile advertising, where user acceptance of ads is facilitated by the fact that users have voluntarily downloaded the app through which the ad is served. However, research in this ad category is limited. This study applies an extended version of the theory of planned behavior. Analysis results from 412 young mobile users in Vietnam using structural equation modeling showed that while localization and perceived enjoyment affected user intention to watch in-app ads as expected, perceived behavioral control and trust did not. Such results may be due to embedding the ads to applications, confusing users' behavioral intentions. The results underline the need for more future research in the area. In practical terms, companies should improve localization and entertainment aspects of ads to create more relevant and engaging advertisements.

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