Consumer Perceptions of Mobile Advertising

2011 ◽  
pp. 62-78
Author(s):  
Wen-Jang ("Kenny") Jih ◽  
Su-Fang Lee ◽  
Yuan-Cheng Tsai
Keyword(s):  
Reasoned Action ◽  
Cellular Phone ◽  
Warning Signal ◽  
Mobile Advertising ◽  
Correlation Relationship ◽  
Consumer Intentions ◽  
Action Model ◽  
Negative Sentiment ◽  
Relationship Of ◽  
Application Developers

A two-stage approach is employed to examine the influencing factors of consumer behaviors in the context of mobile advertising. The first stage of the study evaluates the correlation relationship of consumer motives for receiving mobile advertising and their attitudes toward mobile advertising. The relationship between consumer intentions for receiving advertisements on their cellular phones and their subsequent actions upon receiving the mobile advertising is also investigated. A negative sentiment was revealed of cellular phone users toward mobile advertising. This represents a warning signal indicating that current practices of mobile advertising generally are ineffective and are in need of a careful reevaluation on the part of mobile commerce firms.The second stage of the research applies Fishbein and Ajzen’s theory of reasoned action model to examine consumer behavior regarding mobile advertising. We found that positive actions on the received advertisements are significantly influenced by strong intentions, strong intentions are significantly influenced by favorable attitudes, and favorable attitudes are significantly influenced by strong motives. Implications for e-commerce application developers and marketers are discussed.

An Empirical Examination of Customer Perceptions of Mobile Advertising

2011 ◽  
pp. 1853-1869
Author(s):  
Su-Fang Lee ◽  
Yuan-Cheng Tsai ◽  
Wen-Jang ("Kenny") Jih
Keyword(s):  
Reasoned Action ◽  
Cellular Phone ◽  
Mobile Advertising ◽  
Empirical Examination ◽  
Customer Perceptions ◽  
Consumer Intentions ◽  
Action Model ◽  
Negative Sentiment ◽  
Relationship Of ◽  
Application Developers

A two-stage approach is employed in order to examine the influencing factors of consumer behaviors in the context of mobile advertising. The first stage of the study evaluates the correlation relationship of consumer motives for receiving mobile advertising and their attitudes toward mobile advertising. It also investigates the relationship between consumer intentions for receiving advertisements on their cellular phones and their subsequent actions once the mobile advertising was received. A negative sentiment was revealed by cellular phone users toward mobile advertising, a signal that current practices of mobile advertising are ineffective and require a careful reevaluation on the part of mobile commerce firms. The second stage of the research validates a Fishbein and Ajzen’s Theory of Reasoned Action model. It is found that positive actions on the received advertisements are significantly influenced by strong intentions; strong intentions are influenced significantly by favorable attitudes, and favorable attitudes are influenced significantly by strong motives. Implications for e-commerce application developers and marketers are discussed.

Revealing Customer Behavior on Smartphones

2015 ◽  
Vol 6 (2) ◽  
pp. 33-49 ◽  
Author(s):  
Mohammad Nabil Almunawar ◽  
Muhammad Anshari ◽  
Heru Susanto ◽  
Chin Kang Chen
Keyword(s):  
Reasoned Action ◽  
Smart Phone ◽  
Customer Behavior ◽  
Smart Phones ◽  
Specific Product ◽  
Consumption Behavior ◽  
Brunei Darussalam ◽  
Action Model ◽  
Functional Features ◽  
New Generation

Recent development of mobile phones is very interesting as the new generation, known as “smart phones”, offer highly attractive features. The main advantage of smart phones is the ability to connect to the Internet from anywhere, consequently enabling them to remain continuously in touch with their social networks. This paper discusses how consumers in Brunei Darussalam (Brunei) responded to the survey of smart phones. A Theory of Reasoned Action Model is used to understand customers preference in choosing a specific product over the other. To assess the use of smart phones, the authors conducted surveys with consumers, stressing on product preferences, consumption behavior of smart phones, as well as opinions on the functionality of smart phones. The smart phone market in Brunei is dominated by the younger generation who is less sensitive towards price. In terms of usability, consumers prefer smart phones more than tablets or other mobile devices, the reason for their preference being the superior functional features which exist in smart phones.

AN EXAMINATION OF THE RELATIVE EFFECTS OF SOURCE EXPERTISE, TRUSTWORTHINESS, AND LIKEABILITY

1991 ◽  
Vol 19 (4) ◽  
pp. 305-314 ◽  
Author(s):  
Bradley S. O'hara ◽  
Richard G. Netemeyer ◽  
Scot Burton
Keyword(s):  
Theory Of Reasoned Action ◽  
Discriminant Validity ◽  
Reasoned Action ◽  
Source Characteristics ◽  
Source Expertise ◽  
General Support ◽  
Relationship Of ◽  
The Relationship

The discriminant validity among expertise, trustworthiness and likeability was assessed, and the relationship of these three variables with constructs from the theory of reasoned action (Ajzen & Fishbein, 1980) was examined. The discriminant validity between these three source characteristics was supported. In addition, general support was found for hypotheses regarding their relationships to variables in the theory of reasoned action.

The Reasoned Action Model

2012 ◽  
Vol 640 (1) ◽  
pp. 58-80 ◽  
Author(s):  
James Jaccard
Keyword(s):  
Short Term Memory ◽  
Reasoned Action ◽  
Full Range ◽  
Explanatory Power ◽  
Future Research ◽  
Short Term ◽  
Individual Level ◽  
Reasoned Action Model ◽  
The Social ◽  
Action Model

The reasoned action model (RAM) of Fishbein and Ajzen has been highly influential in the social and health sciences. This article describes three areas for future research that should expand its explanatory power. One area of research focuses on an idiographic RAM that encourages researchers to pursue the estimation of RAM parameters on a per-individual level rather than through traditional nomothetic modeling. The second area encourages scientists to develop a split-second RAM, that is, a RAM that can provide perspectives on the split-second decisions people make in everyday life. Integration of the RAM with models of working (short-term) memory is stressed. The third area for research encourages scientists to develop a multioption RAM that incorporates and is responsive to the choices that people make when confronted with multiple alternatives. This perspective stresses the need to apply the RAM to the full range of behavioral options that are available to people as they contemplate performing one behavior versus another. Perspectives for theoretical advancement in each area are developed.

Toward a Model of Exercise Motivation

1989 ◽  
Vol 11 (3) ◽  
pp. 251-269 ◽  
Author(s):  
David A. Dzewaltowski
Keyword(s):  
Social Cognitive Theory ◽  
Theory Of Reasoned Action ◽  
Social Cognitive ◽  
Cognitive Theory ◽  
Reasoned Action ◽  
Exercise Program ◽  
Outcome Expectations ◽  
Exercise Behavior ◽  
Exercise Behaviors ◽  
Action Model

This study compared the ability of Bandura's social cognitive theory and Fish-bein and Ajzen's theory of reasoned action to predict exercise behavior. The theories' constructs were assessed and then the exercise behaviors of 328 individuals were recorded for the following 7 weeks. A path analysis indicated that the theory of reasoned action model fit the data, but explained only 5 % of the exercise behavior variance. Two social cognitive theory variables, self-efficacy and self-evaluated dissatisfaction, significantly predicted exercise behavior. Also, a multiplicative function of self-evaluated dissatisfaction and outcome expectations increased the amount of predicted exercise behavior variance to 16%. Thus, individuals who were confident they could adhere to an exercise program and were satisfied with their standing on probable outcomes from participation (e.g., present body weight) exercised more days per week. A commonality analysis indicated that the theory of reasoned action did not account for any unique variance in exercise behavior over the social cognitive theory constructs. In sum, social cognitive theory was more effective than the theory of reasoned action in predicting exercise behavior.

scholarly journals USING THE THEORY OF REASONED ACTION TO PREDICT SMOKING INTENTION AMONG NON-SMOKING SECONDARY SCHOOL GOING ADOLESCENTS IN PENINSULAR MALAYSIA

2021 ◽  
Vol 21 (2) ◽  
pp. 8-13
Author(s):  
Kuang Hock Lim ◽  
Hui Li Lim ◽  
Sumarni Mohd Ghazali ◽  
Chee Cheong Kee ◽  
Mohd Zainuldin Tain ◽  
...  
Keyword(s):  
Secondary School ◽  
Structural Equation ◽  
Social Norm ◽  
Reasoned Action ◽  
Peninsular Malaysia ◽  
Equation Modelling ◽  
Validated Questionnaire ◽  
Intention To Smoke ◽  
Relationship Of ◽  
The Relationship

The study aims to determine the relationship of attitude and social-norm with the intention to smoke in the future among non-smoking youth. Data were derived from a study on smoking among form four students in a selected secondary school in Peninsular Malaysia, which utilised a pre-validated questionnaire to obtain data from the selected respondents. Descriptive statistics and structural equation modelling (SEM) were used in data analysis. The study revealed independent variables accounted for 22.6% of the variance in intention to initiate smoking and the model had a good fit. A significant relationship was observed between subjective norm and intention to initiate smoking (R=0.46). The study revealed that attitude and social norm substantially explained intention to smoke among non-smoking adolescents. Future measures should concentrate on correcting the subjective norms to reduce the intention to initiate smoking among non-smoking youth.

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