A Research to Identify the Relationship between Consumersâ•Ž Attitude and Mobile Advertising
نویسندگان
چکیده
This present study aims to investigate the relationships between mobile advertising characteristics and consumers’ attitude towards mobile advertising (ATMA). Based on prior literature, a conceptual model was developed to identify factors affecting consumers’ ATMA. 364 samples from Korea, India, and China were collected through online and offline questionnaire and five hypotheses were tested, using hierarchical regression analysis (HRA). Among the key findings, informativeness and credibility had significant impacts on ATMA where as other factors such as entertainment, irritation, and interactivity were not statistically significant.
منابع مشابه
Designing the Attitude toward Advertising Model through Mobile Social Networks
The aim of this research is to help advance a better understanding of digital advertising innovation adoption, consumer acceptance of customized advertising, and the influence of customized advertising on product purchase intent via a mobile social network. To this end, two types of questionnaires, including an open questionnaire filled up by 16 experts and university professors was designed to...
متن کاملA Research to Identify the Relationship between Consumers' Attitude and Mobile Advertising
This present study aims to investigate the relationships between mobile advertising characteristics and consumers’ attitude towards mobile advertising (ATMA). Based on prior literature, a conceptual model was developed to identify factors affecting consumers’ ATMA. 364 samples from Korea, India, and China were collected through online and offline questionnaire and five hypotheses were tested, u...
متن کاملThe Relationship of Individuals’ Attitude toward Advertising Through Sports with Their Beliefs: A Study of Football Spectators
The purpose of this research is to predict the individualchr('39')s attitude through their beliefs about advertising by using sports. This research is practical and is of the correlation method which was carried out as a field study. The statistical population was the spectators present at Azadi Stadium and according to the content of Cochran sample, 342 of the spectators were randomly chosen a...
متن کاملDo Affective Variables Make a Difference in Consumers Behavior Toward Mobile Advertising?
Research into permission-based mobile marketing is increasingly common due to the widespread adoption of mobile technology and its use as a communication channel. Yet few studies have attempted to analyze the factors that determine attitudes toward mobile advertising while simultaneously considering: the links among them and consumers' intentions, behavior, and/or cognitive and affective variab...
متن کاملThe Influence of Purchase Factors on the Malaysian Consumers’ Attitude towards Mobile Advertising and its Impact on Purchase Intention: A Structural Equation Modeling Approach
The recent development of a global telecommunication technology provides a new mechanism for companies to promote their products and services. This modern electronic advertising concept is commercially known as mobile advertising. Despite its remarkable opportunities claimed by many quarters, the attitude of Malaysian consumers towards mobile advertising and their intention to purchase the adve...
متن کاملذخیره در منابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
عنوان ژورنال:
دوره شماره
صفحات -
تاریخ انتشار 2017