A Research to Identify the Relationship between Consumers' 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
A Research to Identify the Relationship between Consumersâ•Ž 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 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 کاملDesigning 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 perceptual measure of mobile advertising using fuzzy linguistic preference relation
The purpose of this study has been concretized in terms of impact of mobileadvertising on the purchase decision of the consumer and aimed to answer toresearch questions: which is the underlying structure of criteria in mobileadvertising? And which criteria are important for consumers in evaluatingmobile advertising? A sample of consumers in Taiwan was surveyed and usingfuzzy judgment to determi...
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 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 2013