IDEAS home Printed from https://ideas.repec.org/a/bjw/econen/v15y2025i2p51-66.html
   My bibliography  Save this article

How playable advertisements affect Gen Z’s intention to download apps in Ho Chi Minh City

Author

Listed:
  • Long Cuu Hoang

    (University of Economics Ho Chi Minh City, Ho Chi Minh City, Vietnam)

  • Hoan Phuc Ho

    (University of Economics Ho Chi Minh City, Ho Chi Minh City, Vietnam)

  • Hung Xuan Dao

    (University of Economics Ho Chi Minh City, Ho Chi Minh City, Vietnam)

  • Binh Gia Nguyen

    (University of Economics Ho Chi Minh City, Ho Chi Minh City, Vietnam)

  • Giang Vu Chau Le

    (University of Economics Ho Chi Minh City, Ho Chi Minh City, Vietnam)

  • Ha Nhu Ngoc Nguyen

    (University of Economics Ho Chi Minh City, Ho Chi Minh City, Vietnam)

Abstract

With the rapid growth of the Internet and portable devices such as smartphones and tablets, mobile advertisements have become a powerful, widely implemented marketing method. Having been popularly developed from 2014 - 2015, playable advertisements quickly gained intentions from advertisers, marketers, and app creators. However, due to the novelty of this advertising method, its effect on Gen Z audiences’ app-downloading intention in Ho Chi Minh City has not been examined yet. Therefore, this study aims to make further investigations into this topic by using the Theory of Reasoned Action (TRA), the Use and Gratification Theory (UGT) and the Theory of Planned Behavior (TPB). The research is conducted with a sample size of 342 respondents, and an online questionnaire is used to collect data from these research participants. The collected data is analyzed using Partial-Least-Squares Structural Equation Modeling (PLS-SEM), which subsequently indicates that these audiences’ attitudes, which are directly affected by their perceived value of the advertisements, are significantly associated with their intentions to download the advertised apps. Particularly, the respondents’ perceived value tends to be positively enhanced, which then stimulates an increase in their attitude towards the advertisements and consequently boosts their app-downloading intention once the credibility and entertainment of that advertisement are high, while the irritation is at a reasonably low level. A mediating effect of these Gen Z audiences’ attitudes in the relationship between advertising value and their app-downloading intentions is also found in this research. Overall, findings from this research are able to provide further understanding of which criteria affect the experience, perspectives, and responses of Gen Z audiences in Ho Chi Minh City when they interact with playable advertisements, which is insightful for advertisers, marketers, and app creators in applying the right advertising method into their mobile marketing strategies.

Suggested Citation

  • Long Cuu Hoang & Hoan Phuc Ho & Hung Xuan Dao & Binh Gia Nguyen & Giang Vu Chau Le & Ha Nhu Ngoc Nguyen, 2025. "How playable advertisements affect Gen Z’s intention to download apps in Ho Chi Minh City," HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, vol. 15(2), pages 51-66.
    • Handle: RePEc:bjw:econen:v:15:y:2025:i:2:p:51-66
    DOI: 10.46223/HCMCOUJS.econ.en.15.2.3154.2025
    as

    Download full text from publisher

    File URL: https://journalofscience.ou.edu.vn/index.php/econ-en/article/view/3154/2148
    Download Restriction: no
    File URL: https://libkey.io/10.46223/HCMCOUJS.econ.en.15.2.3154.2025?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Liu, Chia-Ling ‘Eunice’ & Sinkovics, Rudolf R. & Pezderka, Noemi & Haghirian, Parissa, 2012. "Determinants of Consumer Perceptions toward Mobile Advertising — A Comparison between Japan and Austria," Journal of Interactive Marketing, Elsevier, vol. 26(1), pages 21-32.
    2. R. Rialti & R. Filieri & L. Zollo & S. Bazi & C. Ciappei, 2022. "Assessing the relationship between gamified advertising and in-app purchases: a consumers’ benefits-based perspective," Post-Print hal-04779122, HAL.
    3. Sreejesh, S. & Ghosh, Tathagata & Dwivedi, Yogesh K., 2021. "Moving beyond the content: The role of contextual cues in the effectiveness of gamification of advertising," Journal of Business Research, Elsevier, vol. 132(C), pages 88-101.
    4. Viswanath Venkatesh & Fred D. Davis, 2000. "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies," Management Science, INFORMS, vol. 46(2), pages 186-204, February.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Lubart, Allan & Capelli, Sonia, 2024. "Gamification of the point of sale using hybrid-reality games: Non-players' negative influence on players' service experience," Technological Forecasting and Social Change, Elsevier, vol. 203(C).
    2. Wang, Guoqiang & Tan, Garry Wei-Han & Yuan, Yunpeng & Ooi, Keng-Boon & Dwivedi, Yogesh K., 2022. "Revisiting TAM2 in behavioral targeting advertising: A deep learning-based dual-stage SEM-ANN analysis," Technological Forecasting and Social Change, Elsevier, vol. 175(C).
    3. Saeideh Sharifi fard & Ezhar Tamam & Md Salleh Hj Hassan & Moniza Waheed & Zeinab Zaremohzzabieh, 2016. "Factors affecting Malaysian university students’ purchase intention in social networking sites," Cogent Business & Management, Taylor & Francis Journals, vol. 3(1), pages 1182612-118, December.
    4. Chou, Jui-Sheng & Gusti Ayu Novi Yutami, I, 2014. "Smart meter adoption and deployment strategy for residential buildings in Indonesia," Applied Energy, Elsevier, vol. 128(C), pages 336-349.
    5. Philippe Cohard, 2020. "Information Systems Values: A Study of the Intranet in Three French Higher Education Institutions," Post-Print hal-02987225, HAL.
    6. Melih Engin & Fatih Gürses, 2019. "Adoption of Hospital Information Systems in Public Hospitals in Turkey: An Analysis with the Unified Theory of Acceptance and Use of Technology Model," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 16(06), pages 1-19, October.
    7. Morosan, Cristian, 2016. "An empirical examination of U.S. travelers’ intentions to use biometric e-gates in airports," Journal of Air Transport Management, Elsevier, vol. 55(C), pages 120-128.
    8. Abdesamad Zouine & Pierre Fenies, 2014. "The Critical Success Factors Of The ERP System Project: A Meta-Analysis Methodology," Post-Print hal-01419785, HAL.
    9. Talukder, Md. Shamim & Sorwar, Golam & Bao, Yukun & Ahmed, Jashim Uddin & Palash, Md. Abu Saeed, 2020. "Predicting antecedents of wearable healthcare technology acceptance by elderly: A combined SEM-Neural Network approach," Technological Forecasting and Social Change, Elsevier, vol. 150(C).
    10. Sarv Devaraj & Robert F. Easley & J. Michael Crant, 2008. "Research Note ---How Does Personality Matter? Relating the Five-Factor Model to Technology Acceptance and Use," Information Systems Research, INFORMS, vol. 19(1), pages 93-105, March.
    11. Claudio Vitari & Elisabetta Raguseo, 2016. "Digital data, dynamic capability and financial performance: an empirical investigation in the era of Big Data," Post-Print halshs-01923271, HAL.
    12. Martins, José & Costa, Catarina & Oliveira, Tiago & Gonçalves, Ramiro & Branco, Frederico, 2019. "How smartphone advertising influences consumers' purchase intention," Journal of Business Research, Elsevier, vol. 94(C), pages 378-387.
    13. Chen-Yuan Chen & Bih-Yaw Shih & Shih-Hsien Yu, 2012. "Disaster prevention and reduction for exploring teachers’ technology acceptance using a virtual reality system and partial least squares techniques," Natural Hazards: Journal of the International Society for the Prevention and Mitigation of Natural Hazards, Springer;International Society for the Prevention and Mitigation of Natural Hazards, vol. 62(3), pages 1217-1231, July.
    14. Mäntymäki, Matti & Salo, Jari, 2013. "Purchasing behavior in social virtual worlds: An examination of Habbo Hotel," International Journal of Information Management, Elsevier, vol. 33(2), pages 282-290.
    15. Fatima Zahra Barrane & Gahima Egide Karuranga & Diane Poulin, 2018. "Technology Adoption and Diffusion: A New Application of the UTAUT Model," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 15(06), pages 1-19, December.
    16. Mary D. Adu & Usman H. Malabu & Aduli E. O. Malau-Aduli & Aaron Drovandi & Bunmi S. Malau-Aduli, 2020. "Efficacy and Acceptability of My Care Hub Mobile App to Support Self-Management in Australians with Type 1 or Type 2 Diabetes," IJERPH, MDPI, vol. 17(7), pages 1-18, April.
    17. Ofir Turel & Catherine E. Connelly, 2012. "Team Spirit: The Influence of Psychological Collectivism on the Usage of E-Collaboration Tools," Group Decision and Negotiation, Springer, vol. 21(5), pages 703-725, September.
    18. Baicu Claudia Gabriela & Gârdan Iuliana Petronela & Gârdan Daniel Adrian & Epuran Gheorghe, 2020. "The impact of COVID-19 on consumer behavior in retail banking. Evidence from Romania," Management & Marketing, Sciendo, vol. 15(s1), pages 534-556, October.
    19. Cong Cheng & Hongfang Cui, 2024. "Combining digital and legacy technologies: firm digital transformation strategies—evidence from Chinese manufacturing companies," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-14, December.
    20. Joan Torrent-Sellens & Cristian Salazar-Concha & Pilar Ficapal-Cusí & Francesc Saigí-Rubió, 2021. "Using Digital Platforms to Promote Blood Donation: Motivational and Preliminary Evidence from Latin America and Spain," IJERPH, MDPI, vol. 18(8), pages 1-17, April.

    More about this item

    Keywords

    app download intention; Generation Z; Ho Chi Minh City (HCMC); playable advertisements; playable technology;
    All these keywords.

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes
    • D84 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Expectations; Speculations

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bjw:econen:v:15:y:2025:i:2:p:51-66. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Vu Tuan Truong (email available below). General contact details of provider: https://journalofscience.ou.edu.vn/index.php/econ-en .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.