Time orientation in online advertising avoidance in Vietnam: An empirical study of geographic subcultures

Abstract

The purpose of this study was to gain a better understanding of the relationship between time orientation, including past-, present-, and future-orientation, and its influence on attitudes toward advertising and online advertisement avoidance behavior by comparing geographically distinct subcultures. Survey were was obtained through a structured questionnaire from 630 samples over the age of 18 using the Internet in the three regions of North, Central, and South Vietnam. The methods applied to the analysis, including Cronbach’s Alpha, Exploratory Factor Analysis, Confirmatory Factor Analysis, and Structural Equation Modeling, and a Multigroup Analysis were used to compare subcultures. The results indicate that the past-oriented people in the North have a more negative attitude towards online advertising and avoid online advertising more than those in the Central region and the South. Present and future-oriented people in both the North and the South have a positive attitude towards advertising and have avoidance behavior. However, this relationship does not make sense for people in the central region. In addition, the results also show that there is no relationship between attitude and the advertising avoidance behavior of Northerners. Meanwhile, people in the Central region who have a bad attitude towards advertising avoid online advertising more than in the South. The research started by looking at how time orientation to attitudes and advertising avoidance behavior were linked in a sub-cultural comparison.