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Tác động của quảng cáo truyền hình đến ý định mua hàng của người dân thành phố Cần Thơ
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This paper analyzes factors influencing consumers’ purchase intention via television advertising channels in Can Tho City. The study was conducted with a survey of 204 customers living in Can Tho City. The results of this study show that factors including information, sense of humor, music, repeating frequency, reliability, advertising messages, duration of advertisements, and entertainment have a positive impact on consumers’ purchase intention.
Keyword: TV advertising, purchase intention, Can Tho city.
