Abstract
The objective of this article was to identify the factors that lead to intrisive perception and general attitude of students at Tra Vinh University towards online advertising. This study used the Structural Equation Modeling (SEM) method with 250 students responding to questionnaires at the university. The result demonstrated that intrisive perception is affected by factors such as, content obscuring, and the attraction of online advertising, where the factor of content obscuring influences in the same direction with intrisive perception. It was alsoconcluded that discomfort can be caused by online advertising and result in a negative impact on the people’s attitude towards websites.
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