• CHƯƠNG VI: ĐÁNH GIÁ KẾT QUẢ NGHIÊN CỨU VÀ KIẾN NGHỊ
6.3Hạn chế và hướng nghiên cứu tiếp theo
- Nghiên cứu sử dụng lượng mẫu còn hạn chế, chưa đủ kết luận cho tổng thể, lượng mẫu còn phân tán ở nhiều độ tuổi và nhiều nghành nghề. Những nghiên cứu tiếp theo có thể hướng đến một nhóm đối tượng như một phân khúc khách hàng, như vậy việc đánh giá đối tượng khách hàng sẽ chính xác hơn.
- Phạm vi nghiên cứu còn rời rạc giữa các vùng miền, chưa có thêm biến phân loại vùng miền.
- Kết quả nghiên cứu chưa thấy mối quan hệ giữa thói quen và Ý định chấp nhận tiếp thị di động. Tuy nhiên, trong truyền thông quảng cáo thói quen là yếu tố quan trọng để xây dựng những chiến dịch quảng cáo.
- Nghiên cứu chỉ thực hiện ở lớp 1 trong mô hình nghiên cứu UTAUT2, những nghiên cứu tiếp theo có thể nghiên cứu đến sự chấp nhận của người dùng đối với tiếp thị di động, giúp cho khả năng dự đoán về tiếp thị di động sâu sắc hơn.
- Những nghiên cứu tiếp theo có thể nghiên cứu đến sự chấp nhận đối với từng hình thức tiếp thị di động cụ thể (sự chấp nhận đối với tiếp thị tin nhắn, sự chấp nhận đối với tiếp thị trên web di động…) như vậy kết quả thu được sẽ đem lại những ý nghĩa thực tiễn hơn.
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