(Luận văn) the effects of television advertisement on consumer purchasing decision a case of washing powder industry in ho chi minh city, vietnam

The effects of television advertisement on consumer purchasing decision: A case of washing powder industry in Ho Chi Minh city, Vietnam Mai Ngoc Khuong Pham Ngoc Thanh Nha Internationa

The effects of television advertisement on consumer purchasing decision:

A case of washing powder industry in Ho Chi Minh city, Vietnam

Mai Ngoc Khuong Pham Ngoc Thanh Nha

International University - VNU-HCMC, Vietnam

ABSTRACT

This research attempted to examine the effect of television commercials, as known as TVCs, on customer

purchase decision so as to enhance the effectiveness of advertising via this potential channel and eventually

boost sales for washing powder businesses in Ho Chi Minh city, Vietnam The research procedure of

quantitative approach was carried out with 314 respondents who purchased washing powder products and

watched TVCs of washing powder products such as OMO, Ariel, Aba, Attack, Tide, Surf, Vi Dan and My Hao

The outcomes showed that factors of TVCs can positively correlate to customer purchase decision

Interestingly, customer purchase decision was also found to be affected by customer positive attitudes As a

result, this study suggested that in order to achieve greater customer purchase decision, TVC producers or

marketers should focus on a) creating a meaningful advertising message b) designing suitable timeline for

TVCs’ repetition c) selecting endorsers who are familiar and trustworthy to the consumers In addition,

marketers should also pay attention to the factors of interest, credibility and length of TVCs in order to

maximize the indirect effects on purchase decision through customer positive attitudes

Keywords: Purchase decision, customer positive attitude, TVCs, television commercials

1 Introduction

For ages, brands of the same product that share the same market must always compete severely to get

customers to their side And television commercials, or TVCs, or broadcasted advertisements via television,

have been one of the most powerful and popular tools to do so In fact, television watching dominates today’s

leisure activities, with a daily average of 3 to 4 hours reported by past studies (Frey, Benesch & Stutzer, 2007);

hence, advertisements on TV seem to be worthy of investment TVCs also differentiate over other types of

advertising due to its ability to reach a great number of audiences, make product promotions through sounds

and images, influence customers’ preferences, remind customers about the products or brands, and eventually

increase demand of the goods or services which makes profits for the firm Moreover, TVC is one of the reliable

and convenient sources for customers to gain information about products and make decisions when shopping

In particular, 74.3% of the audiences want to buy the new brand introduced in the market after watching TVCs

and 66.3% of them claimed that TVCs help them make a better choice while shopping (Ashaduzzaman &

Asif-Ur-Rahman, 2011)

It is also true for Vietnam, especially Ho Chi Minh city – one of the most populous and active city in the

country With a population of 8.6 million people (December, 2017) and high proportion of household

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television, Ho Chi Minh city makes a substantially potential market for TVCs Knowing that, advertisers in

Vietnam allocated 45% of advertising expenditure on TV advertising, compared to 33% on print ads and the

rest on outdoor and radio ads And the amount of funding for this channel accounted for $800 billion in 2013

and is expected to increase significantly over years up to 2018 (Nguyen, 2018)

According to the Consumer Buying Process (Jones, 2014), ‘Purchasing decision’ is the last stage prior

‘Purchase’ Purchasing decision, on the other hand, is claimed to be influenced by external factors such as

advertisements during the stage of Gathering information (Nguyen, 2018) Therefore, companies must gain as

much purchase decision from customers as possible to gain success in sale and to maximize their profits This

once again emphasizes the importance of companies advertising effectively via television

2 Literature Review

2.1 Customer Purchase Decision

The term consumer decision generates an image of an individual who is evaluating all the attributes of the

products or brands and rationally choosing one to satisfy their need for the minimum cost Many internal and

external factors affect consumers’ purchase decisions, which makes consumer purchase process a complicated

matter There are 5 stages in the process of decision making of customers: needs or problems recognition,

information search, evaluation of alternatives, decision making, and evaluation of the decision made

(Solomon, Dahl, White, Zaichkowsky & Polegato, 2014)

In other words, to make purchase decision, customers may undertake various forms of search and obtain

information from many sources including internal sources and external sources Internal sources refer to the

mental process of researching by memory and experience, which may serve as a basis for the decision process

External sources refer to references such as personal family, friends or acquaintances; advertising such as

commercials, sales persons, dealers, displays; mass media; and experiential such as handling, examining,

trying goods or services (Munthiu, 2009)

Knowing this, companies spend billions of dollar every year investigating various influences and

understanding how consumers make decisions to buy products (Solomon, Dahl, White, Zaichkowsky, &

Polegato, 2014) There are actually many factors which affect customer purchase decision, generalized into

three categories namely Cultural factors, Social factors, Personal factors, Psychological factors (Hussain, 2017)

It is impossible to take control of all these factors; however, marketers have taken into account several of

them For example, up to now, firms have been trying several methods to do so, from deeply scientific research

such as looking at people’s brains to practical practices such as gathering customers’ information, tracking

Web patterns, tracking positions and studying people’s habits to develop and send them suitable ads

(Solomon, Dahl, White, Zaichkowsky, & Polegato, 2014)

2.2 Customer Positive Attitude

Attitude is simply referred as any knowledge or feelings, either positive or negative, about an object or an

activity Attitude can also be, in a more academic definition, ‘an enduring organization of motivational,

emotional, perceptual and cognitive processes with respect to some aspect of our environment’ (Carvalho,

2013)

Attitude can be used as a measurement, or an overall evaluation of how a person like or dislike an object,

an issue, a person or an action Meanwhile, attitude toward the behavior can be seen as ‘a person’s general

feeling of favorableness or unfavorable-ness for that behavior’ (Carvalho, 2013)

Many past research has tried to look into the formation of attitude, where they found consumer attitude

consists of cognitive component (knowledge and leering) and affective component (feelings and emotions)

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These two components are found to link with conative component (tendency, intention or inclination)

Specifically, conative component is defined as the intent or action component This intent refers to the

likelihood of brand purchase with measures of behavioral intent, such as intention to search for information

or purchase intention This component also refers to the consumer’s action toward the brand: trial, purchase,

adoption, or rejection (Carvalho, 2013)

With these three components, attitudes of consumers can be positive in many cases For example, Internet

advertising seems to generate positive consumer attitudes because Internet advertising is often thought to be

informative and entertaining (Tsang, Ho, & Liang, 2004) At the same time, attitudes can also be negative In

fact, studies after 1970 provided evidences of the unfavorable public attitude toward advertising In particular,

one study found that a majority of viewers regarded TV advertising to be seriously misleading (Schlosser,

Shavitt, & Kanfer, 1999)

In addition, attitudes tend to be enduring and not likely to change since they are based on people’s values

and beliefs However, regardless of that characteristic, companies would want their consumers to have

positive attitudes rather than negative ones about their offerings (Solomon, Dahl, White, Zaichkowsky &

Polegato, 2014)

According to the findings of Isen (1993), consumers who are having positive feelings such as: happiness,

joy, delight, relaxation, inspiration, etc tend to perceive the television advertisements with pleasure and to

have better recall of the advertising message as well as the product feature

Yielding similar results, the author of Schwarz (2001) found that people would send a positive

recommendation back if they have comfortable feelings about the target object Good feelings also partly push

consumers’ persuasion as they boost positive thinking, which makes consumer make more impulsive

decisions (Schwarz, 2001; Gardner, 1985) In contrast, customers who are having negative emotions tend to

engage themselves in the behaviors of switching brands (Roos, 1999)

From all the above, customer positive attitude can be seen as a considerably crucial factor in the process of

purchase decision making of customers Advertisers should take it into account in order to create such TVCs

which can receive positive attitudes from viewers; in other words, they may have succeeded half-way in

enhancing customer purchase decision

2.3 Credibility

Credibility depicts a person’s perception of how true a piece of information or news is It serves as a means

for the information receiver to rate the source or transmitter of the communication involved In the case of

marketing communication, a company or its representatives are the sources while the consumers are the

receivers (Eisend, 2006)

Credibility has been of particular interest of plenty of marketers because it is believed to have impact on

the attitudes, intentions and behaviors of the information receivers Given the knowledge of a robust

relationship between attitudes and upcoming behaviors, it is noticeably important for source credibility to be

as persuasive as possible (Eisend, 2006)

In initial source credibility research, dimensions of credibility were highlighted, namely competence

(‘competence’, ‘expertise’, ‘expertness’, ‘knowledge ability’, ‘qualification’, ‘smart dimension’) and

trustworthiness ('trustworthiness', 'character', 'personal integrity') (Hovland, Janis & Kelley, 1953; Hovland &

Weiss, 1951)

Moreover, the study of Soh, Reid and King (2009) concluded the combination of ‘consumer perception of

reliability and usefulness of advertising’, ‘consumer affect toward advertising’, and ‘consumer willingness to

rely on advertising for decision making’ Therefore, the advertisement will be able to introduce the products

to consumers only when it can generate trustworthiness in their mind

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2.4 Interest

Interest refers to one’s personal feelings towards a certain brand or a certain type of product advertised

(Hosein, 2012) In other word, interest can be a person’s favorite objects like a book or a movie; and activities

like playing a certain sport or listening to a certain genre of music Past studies also showed that consumers

might become interested in acquiring more information after they have become aware of the brand, products

or services offered by a company which appear attractive to them (De Bruyn & Lilien, 2008)

However, whether customer would purchase the product or not, interest simply illustrates that person’s

liking, or positive feeling, about that brand or product (Hosein, 2012)

On the basis of daily life, several studies have found a direct relationship between customers’ interest and

their purchase behavior Specifically, most customers would have limited budget for purchasing goods and

services, which makes them majorly depend on their interest to buy and consume the products Furthermore,

customers’ interest can be used as an effective predictor of customer purchase behaviors (Yildiz & Dempski,

2012)

One past survey studying 425 people also showed that the factor of interest was the most influential one

that can lead to intention and purchase (Karthikeyan & Balamurugan, 2012)

2.5 Length

The length of TVC is the duration of time, usually in second, of which the advertisement was broadcasted

on TV Two typical length for commercial are 15 seconds and 30 seconds (these two are popular since they can

be easily distributed via other channels like YouTube, radio) At present time, there are more various lengths

possible to one commercial: 5-second (YouTube), from 3-5 minutes (via a music video) or even longer (in the

means of a short story-movie)

It is obvious that a too short commercial may be insufficient to retain itself in the audiences’ or consumers’

mind; however, if the ad is too long, people would become bored and switch channels to skip the commercial

According to Fabian’s (1986) research, there was a noticeable positive relationship between the length of a

commercial and its advertising effectiveness The audience can be allowed with more change to attend to the

TVC given a suitable ad length, which means consumers can learn and understand advertising message as

well as the product information in the most effective manners A suitable length of the commercial is also

believed to have better ad recall efficiency since it partly eliminates the wear-out phenomenon which is often

experienced when the ad is too long and the audiences get tired of the ad

In other the words, consumers need to see a commercial made with a fine length Therefore, depending on

the purpose of the advertising campaign and the target customers, advertisers should choose the appropriate

length

2.6 Endorsers

One of the well-known strategies to promote a product is to use advertising endorsers An endorser can be

defined as an individual that supports and recommends to the audiences some certain products, services,

brands and behaviors (Stafford, Stafford and Day, 2002; Roozen, 2008)

Endorsers are classified into three principal categories: celebrities, experts and typical consumers (Wang,

Tokarz & Savage-Dunn, 2002) The term ‘celebrity endorser’ refers to a person who enjoys public recognition

and utilize that recognition to appear in an advertisement with a product on behalf of it Using celebrities

yields a potential benefit of catching attention of the audiences; however, it also has a higher risk of negative

reputation or unwanted scandals related to the personal life of the celebrity (McCracken, 1989; Phan, 2013)

Meanwhile, an expertise endorser can be described as a person who possesses superior and professional

knowledge about the product (Friedman & Friedman, 1979) They are believed to have credible information

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which is truly helpful to solve the consumer’s problem (Ohanian, 1990) Finally, a typical consumer endorser

can be understood as an ordinary person with no prior knowledge of the product This type of endorsement

is meant to reflect the typical experiences and feelings of consumers (Friedman & Friedman, 1979)

Each type is believed to play an effective role in various product segments (Wang, Tokarz & Savage-Dunn,

2002) For instance, celebrities can often be found to promote products bearing high social risk such as jewelry

or cars Experts, on the other hand, are suitable for introducing high-performance products such as medicine

and professional appliances And typical consumers are effective in advertising daily use products such food,

beverage or FMCG (Khuong & Nguyen, 2014)

To examine the relative effectiveness of an endorser, CATLEF model is used, which includes 6 variables:

Credibility (C), Attractiveness (A), Trustworthiness (T), Likeability (L), Expertise (E) and Familiarity (F)

(Roozen, 2008)

2.7 Advertising Message

The advertising message can be simply understood as ‘anything’ the brand, the product or the company is

trying to convey through the advertisement to the consumers, namely the name, logo, slogan, the features of

the product, etc It can also be a brief and simple yet catchy slogan, or the touching and meaningful long-whole

story that reflects the identity of the product of the brand

A good message can easily lead to a good advertisement In other words, advertising message can be

defined “as a dominating theme of an ad that motivates consumers to remember the advertisement and

purchase the product in the advertisement” (Mueller, 1987)

Past research proposed two types of message: positively framed message and negatively framed message

(Grewal, Gotlieb & Marmorstein, 1994) Positively framed messages are defined as communications that

emphasize a brand’s advantages or the potential gains to consumers in a situation In contrast, the reversed

definition is true for negatively framed messages Advertisers would often prefer if their advertisement

conveys positively framed messages

According to the research of Sofi and Nika (2013), the messages of ads have an impact on customer

purchase behavior For example, logo can easily be remembered by customers if it is really impressive while

slogan can attract customers and can make the product differentiate from others

2.8 Repetition

Repetition of advertising is an act of displaying of the ad and letting the audiences watch it more than once

(Khuong & Nguyen, 2014)

Various attempts to understand the effectiveness of repetition have been made in marketing One can

simply understand, that increasing exposure to advertisement can result in increasing memory; however,

seeing advertisement for too many times would affect negatively to consumer as they may feel irritating and

intrusive Thus, decision on the repetition of the adverts, accompanied by other decisions like the scheduling

of advertisements, the number of different advertisements to produce and customer’s pretesting of

advertisements, should be carefully evaluated

Research showed that the advertisement repetition also has a significant effect on purchase decision of

consumers (Majeed & Razzak, 2011) Specifically, the first display of television advertisement raises the

curiosity, the second time leads to an evaluation and in the third time customer decide whether to purchase

product or not (Krugman, 2000) It was also found the one to three times of repetition are enough for

purchasing (Vakratsas & Ambler, 1999)

According to all the dependent and independent factors above, this study proposes the following

Hypotheses:

H 1 : Factors of TVCs positively affect Customer Positive Attitudes

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H 2 : Factors of TVCs and Customer Positive Attitude positively affect Customer Purchase Decision

H 3 : The effects of Factors of TVCs on Customer Purchase Decision are mediated by Customer Positive

Attitude

3 Methodology

3.1 Research Design and Data Collection

The focus of this study is to determine which factors have an impact on customer purchase decision The

main method employed to collect data and examine the effects between variables is the Quantitative approach

Questionnaire was built for the survey, which was designed in the form of print handouts to distribute offline

and Google Form to distribute online Most of the questions included were based on five-point Likert scale

which require respondents to rate the given items on the scale of five points from ‘1’ indicating ‘strongly

disagree’ and ‘5’ indicating ‘strongly agree’

Target audiences of this survey are the target customers of washing powder products namely OMO, Ariel,

Aba, Attack, Tide, Surf, Vi Dan and My Hao In this case, the respondents chosen will be female customers,

aged from 18 to 60+, living in Ho Chi Minh city Convenience sampling was applied and carried out at private

households where housewives were interviewed and public places such as universities, offices and coffee

shops where female adults were surveyed In the end, the sample population collected was 314 respondents,

which is a suitable size according to Comrey & Lee (1992)

3.2 Factor Analysis and Reliability Test

Two Exploratory Factor Analyses (EFA) were carried out for two groups of variables, one group of 7

independent variables and one group of 2 dependent variables The principal component extraction method

and varimax rotation were conducted to determine the relationship among variables Descriptive Statistics were

also used to illustrate the demographic data as well as other variables in the research model Moreover,

Multiple Regressions were utilized to find out the impacts of the independent variables (music, credibility,

endorsers, interest, advertising message, repetition, length) on the dependent variables (customer positive

attitude, customer purchase decision)

The results of EFAs indicate that the Kaiser-Meyer-Olkin (KMO) measure of sampling adequacy was 0.857

for the independent variables and 0.855 for the dependent variables According to Tababachnick & Fidell, the

KMO index ranges from 0 to 1 and the minimum value for an acceptable factor analysis is 0.6, which means

the data collected was suitable for further analysis

At the same time, the Bartlett’s Test was conducted and the factor analysis was considered appropriate

when significant ≤ 0.05 (Tababachnick & Fidell)

TABLE I: SUMMARY OF INDEPENDENT VARIABLES

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As provided by the study, there were 7 components extracted and all the Eigenvalues are greater than 1

(the minimum value is 1.207) Furthermore, the extraction sums of squared loadings equal to 63.502 which is

greater than 50% This means these 8 factors account for 63.502% of data variance indicating good reliability

of these variables Additionally, the Cronbach’s coefficients range from 0.749 to 0.850 illustrating the internal

consistency of these variables as shown in ‘Table I’

TABLE II: SUMMARY OF DEPENDENT VARIABLES

Similarly, two dependent factors make up 57.911% of the total variance and both Eigenvalues values are

also greater than 1 (with smallest is 1.034) Their Cronbach’s alphas are also demonstrated in ‘Table II’

4 Results and Discussions

4.1 Profile of Consumers involved in the study

TABLE III: DEMOGRAPHICS OF PARTICIPANTS

Gender

- Female

- Male

Total

314

0

314

100.0 0.0 100.0 Age

- 18-25

- 25-35

- 35-45

- 45-60

- Over 60

Total

106

110

48

21

29

314

33.8 35.0 15.3 6.7 9.2 100.0 Relationship Status

- Single

- Married

Total

147

167

314

46.8 53.2 100.0 Education Level

- High School

- College

- University

- Vocational Education

- Post-graduate

Total

83

22

191

7

11

314

26.4 7.0 60.8 2.2 3.5 100.0 Monthly Income

- Below 2 million VND

- 2-6 million VND

- 6-10 million VND

- 10-20 million VND

- Over 20 million VND

Total

58

128

99

24

5

314

18.5 40.8 31.5 7.6 1.6 100.0 tot nghiep do wn load thyj uyi pl aluan van full moi nhat z z vbhtj mk gmail.com Luan van retey thac si cdeg jg hg

4.2 Correlations between Factors of TVC and Customer Purchase Decision

Pearson Product-moment Correlation Coefficients (R) are applied to illustrate the relationship between Factors of TVC and Customer Purchase Decision

TABLE IV: CORRELATION AMONG VARIABLES

4 MUS 132* 287* 251* 289*

5 INT 510* 482* 542* 388* 256*

6 LEN 287* 342* 236* 248* 243* 297*

7 REP 517* 406* 405* 285* 168* 432* 342*

8.CUPOAT 642* 582* 517* 492* 210* 598* 373* 471*

* Correlation is significant at 0.005 level (one-tailed)

As can be seen in ‘Table IV’, there are positive and significant relationships between all independent

variables and the dependent CUPUDE, where: MES (R= 522, p <.005); ENDO (R= 504, p <.005); CRE (R= 358;

p <.005); MUS (R= 132; p <.005); INT (R= 510; p <.005); LEN (R= 287; p <.005); REP (R= 517; p <.005); and

CUPOAT (R= 642; p <.005) Therefore, if MES, ENDO, CRE, MUS, INT, LEN, REP or CUPOAT increases,

Customer Purchase decision would increase

This study discovered that CUPUDE could be affected by independent components in two ways: direct

and indirect Direct impacts can be observed through the unstandardized regression coefficient (β) and

illustrated in the path model Meanwhile, indirect impacts of independent factors on CUPUDE can be

calculated by the product of the effects of independent variables on the mediating variable and the effect of

the mediating variable on the dependent variable

4.3 Direct Effects on Customer Purchase Decision

The first multiple regression, which tested Hypothesis 2 (H2), revealed that 51.5% of the variance in

CUPUDE could be explained by MES, ENDO, CRE, MUS, INT, LEN, REP and CUPOAT as independent

variables of the model In particular, CUPUDE is majorly predicted and affected by four critical predictors:

MES (β = 172, p < 05); ENDO (β =.160, p < 05); and REP (β =.205, p < 05) Additionally, CUPUDE is also

noticeably affected by CUPOAT (β =.379; p < 05), which means Advertising Message, Credibility, Interest,

Length, and Repetition of the TVCs can provide indirect effects on Customer Purchase Decision through the

mediating of Customer Positive Attitude

4.4 Indirect Effects of TVC on Customer Purchase Decision

The indirect effect of an independent variable on a dependent one mediated by a mediating variable can

be calculated by multiplying the effect of the independent variable on the mediating variable with the effect

of the mediating variable on the dependent variable [40]

The second multiple regression that tested Hypothesis 1 (H1) showed that 53.3% of the variance of

CUPOAT could be explained by MES, ENDO, CRE, MUS, INT, LEN and REP as independent variables of the

model In particular, CUPOAT was mainly influenced by five predictors: MES (β = 249, p < 05); CRE (β =.150,

p < 05); INT (β =.262, p < 05); LEN (β =.118, p < 05); and REP (β =.126, p < 05) Therefore, through the

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intervening of Customer Positive Attitude, the result indicated that Customer Purchase Decision can be

indirectly affected by Advertising Message, Credibility, Interest, Length and Repetition of the TVCs

4.5 Path diagram of Customer Purchase Decision

Figure 1: Path diagram of customer purchase decision

Note: All coefficients were significant at 05 level

4.6 Significance of Indirect Effects

TABLE V: DIRECT AND INDIRECT EFFECTS

The study utilized the bootstrapping method in order to test the significance of the indirect effects or

mediations, as recommended by Preacher and Hayes (2008), and the bootstrapped confidence intervals are at

the 95% If there is a zero (0) within the interval range between the lower level for confidence interval (LL) and

the upper level for confidence interval (UL), with 95% confidence, there is no mediation or indirect effect In

contrast, if zero does not lie in the range of LL and UL, we can conclude that, with 95% confidence, the

mediation or indirect effect is significant (Preacher & Hayes, 2004)

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The outcomes are shown in “Table V”: The indirect effect of MES through the mediation of CUPOAT is

between 0542 (LL) and 1389 (UL); that for CRE is from 0265 to 0910, for INT is from 0631 to 1396, for LEN

is from 0147 to 0783, and for is from 0204 to 0784 Therefore, we can conclude that the indirect effects of

MES, CRE, INT, LEN and REP on CUPUDE are obviously different from zero at p < 05 (two tailed) and the

mediation of CUPOAT of this study is true

The total effects of independent variables on customer purchase decision are 1.219; in particular, the direct

effects by CUPOAT, MES, REP and ENDO account for 72.8% while the indirect effects by MES, CRE, INT,

LEN and REP account for 27.2%

4.7 Discussion and Recommendation

The study aimed to determine which factors of TVCs can have an impact on Customer Positive Attitude

(CUPOAT) and Customer Purchase Decision (CUPUDE) in order to provide efficient recommendations on

how to produce effective TVCs In particular, seven independent factors of TVC which are Advertising

Message (MES), Credibility (CRE), Interest (INT), Length (LEN), Repetition (REP), Endorsers (ENDO) were

analyzed, which revealed both similar and distinct results compared to several past studies

On the one hand, the results showed that only three of these factors which are REP, MES and ENDO (in

accordance of more significant effect) were proven to have direct impacts on CUPUDE Firstly, REP directly

affects CUPUDE, quite similar the outcome of Majeed and Razzak (2011) and Turley and Shannon (2000)

Thus, TVCs should be broadcasted with an appropriate number of times, recommended to be shown in prime

time during the day so as to gain more views as well as to avoid “wear out” effects (Khuong & Nguyen, 2014),

and Pechmann and Stewart (1988) recommended) Secondly, the significant direct effects of MES on CUPUDE

are quite similar to the proven results of Sofi and Nika (2013), as well as of Maheswaran and Meyers-Levy

(1990) Therefore, TVC producers should carefully take MES into account, which means creating a meaningful,

unique, attractive, understandable and truthful one, in order to influence more customers in deciding what to

buy Finally, ENDO can also place certain impacts on CUPUDE, much the same results proven by past

researches namely Sallam and Wahid (2012), and Chi, Yeh and Tsai (2011) but opposite to that of Khuong and

Nguyen, (2014) TVC producers, hence, should choose Endorsers, whether they are celebrities or not, while

considering their familiarity, trustworthiness, expertise, loveliness and credibility

At the same time, the indirect effects of five factors of TVC which are MES, CRE, INT, LEN and REP through

CUPOAT on CUPUDE were also confirmed in this study In particular, CUPOAT was quite similarly proven

in previous studies to have direct impacts on CUPUDE such as in the studies of Sallam and Wahid (2012), Anh

(2014), Yang, Al-Shaaban (2014), Khuong and Nguyen (2014) which was more clearly verified in this study

Following that, this study also showed that CUPOAT turned out to have the strongest association among

factors affecting CUPUDE

Subsequently in this study, INT does not have direct effect on CUPUDE, in contrast to Fabian’s (1986), but

have indirect effects mediated by CUPOAT, quite similar to Khuong and Nguyen’s (2014) As this factor

asserts the most indirect effect, TVC producers should conduct market research on what type of TVC

customers love watching so that they can have positive attitude and their purchase decision can be influenced

This is also true for the factors of CRE and LEN which only have influences on CUPUDE via CUPOAT

Previous researches recommended in more details that long advertisement which lasts 30 seconds had greater

impacts than short advertisement that is only 15 seconds (Khuong & Nguyen, 2014; Jeong, 2007) Credibility

of TVC should also be enhanced in terms of honesty, credibility, reliability and dependability so that customer

attitude can become positive towards the advertised products and eventually decide to buy the product,

similarly to Kim, Ferrin and Rao (2009)

Other than the three indirect effects of INT, CRE and LEN, two factors of MES and REP have both direct

effect (as stated above) and quite significant indirect effect on CUPUDE, with Anh (2014) yielding quite similar

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