This study discovers that extensive liberalization does not increase penetration rates of fixed telephone service better than the less competition-oriented policy alternative. In addition, the liberalization in the area of fixed telephone service does not guarantee the increase in penetration rates of the service because the fixed telephone service is almost at its saturation level. It is also found that, in contrast to common beliefs, an LDC that implements extensive liberalization reforms could be less successful in increasing the penetration rate of fixed telephone service than those with less competition-oriented policies.

Van T.T. Bui, Ho Chi Minh International University

Trang Thanh Kieu, Ho Chi Minh International University

Hat Dang Nguyen, Ho Chi Minh International University

Due to the rapid development of digital devices, followed by the significant increase in mobile transactions, studying the consumers’ adoption of Mobile Commerce (M-commerce) services has become more important recently. This study aims to investigate the behavioral attention of customers in using M-commerce services by exploring factors influencing their adoptions of those services. The research model is adapted from Technology Acceptance Model with the responses of 298 M-commerce users in Vietnam. Perceived Ease of Use and Perceived Usefulness are found to have strong impacts on the Attitudes Toward Using M-Commerce Services (ATMC); and there is an essential relationship between ATMC and Behavioral Intention. Following the results are the several recommendations for further development of the Vietnamese mobile industry.

The Alternative Gateway Systems of Thailand

Krittaya Klikklai, NIDA Business School

Watsamon Boonyanate, NIDA Business School

Siwaporn Liewkhajornsin, NIDA Business School

The issue of using single gateway instead of multiple gateway that may happen in the future. They talked about the effects from this change. So, it is interesting to study and realize the importance and benefits of each system gateway. In addition, the experts from information technology sector are interviewed. The results of the poll of 300 people in Bangkok showed that most people do not agree with changing the gateway system because it is easy to threat the right of personal liberty by single gateway. Also, surveyed people suggested that the government should do the research of the impact of using single gateway on the nation in the short term or long term before setting it up.

The Impact of Rational and Emotional Advertising Appeals on Electronic Word of Mouth (e-WOM): A Conceptual Framework

Kessara Kanchanapoom, NIDA Business School

Jongsawas Chongwatpol, NIDA Business School

The effectiveness of electronic word of mouth (eWOM) communication has attracted the attention of the marketing practitioners; however, a few studies focus on the impact of advertising appeals on eWOM especially in video online advertising context. The purpose of this study is to investigate the impact of rational and emotional advertising appeals on eWOM. The data is collected from the university students by using questionnaires. The experiment study will set up by using product involvement as high and low product involvement with difference product categories. Lastly, structural equation modeling is employed to analyze the data.