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.

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

2009 ◽  
pp. 1823-1839
Author(s):  
Su-Fang Lee ◽  
Yuan-Cheng Tsai ◽  
Wen-Jang (Kenny) Jih
Keyword(s):  
Tennessee State University ◽  
Overseas Chinese ◽  
State University ◽  
Mobile Advertising ◽  
Empirical Examination ◽  
Middle Tennessee State University ◽  
Customer Perceptions ◽  
Middle Tennessee ◽  
Institute Of Technology

Overseas Chinese Institute of Technology, Taiwan; Da-Yeh University, Taiwan; Middle Tennessee State University, USA

An Empirical Examination of Customer Perceptions of Mobile Advertising

2006 ◽  
Vol 19 (4) ◽  
pp. 39-55 ◽  
Author(s):  
Su-Fang Lee ◽  
Yuan-Cheng Tsai ◽  
Wen-Jang ("Kenny") Jih
Keyword(s):  
Mobile Advertising ◽  
Empirical Examination ◽  
Customer Perceptions

Does Local Autonomy Breed Leviathans? An Empirical Examination of All Cities in the United States

2021 ◽  
pp. 106591292110498
Author(s):  
Mikhail Ivonchyk
Keyword(s):  
United States ◽  
The United States ◽  
City Size ◽  
Empirical Examination ◽  
Institutional Collective Action ◽  
Theoretical Predictions ◽  
Action Model ◽  
Quantile Regression Analysis ◽  
Fiscal Behavior ◽  
Different Levels

US states grant their local units different levels of autonomy in several dimensions including fiscal, functional, structural, and legal discretion. This study uses a comprehensive, multidimensional measure of autonomy to test its association with the fiscal behavior of over 19,000 municipalities in the United States. Competing theoretical predictions range from significant increases in government size (Leviathan model), to no effect (median-voter model), and even smaller governments (institutional collective action model). Quantile regression analysis is implemented to test the association between autonomy and fiscal behavior for different city sizes. The empirical findings indicate that cities with more autonomy tend to spend less and have lower taxes and debt. The strength of this relationship, however, varies by city size.

The Influence Factors Towards Mobile Advertising Message Content on Consumer Purchase Intention

2018 ◽  
Vol 19 (5) ◽  
pp. 1187-1206
Author(s):  
Nor Hazlina Hashim ◽  
Normalini ◽  
Norhazlina Sajali
Keyword(s):  
Purchase Intention ◽  
Influence Factors ◽  
Consumer Attitude ◽  
Message Content ◽  
Mobile Advertising ◽  
Empirical Examination ◽  
Organizational Behaviour ◽  
Advertising Message ◽  
Intention To Purchase ◽  
Consumer Purchase Intention

The purpose of this research is to study consumer attitude towards mobile advertising in Malaysia, and whether this attitude results in the intention to purchase the products or services advertised. This article reports on the results, based on factors such as entertainment, informativeness, irritation and credibility, which the research framework derives from Ducoffe (1996, Advertising value and advertising on the Web, Journal of Advertising Research, 36(5), 21–35) and Mackenzie (1989, An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context, Journal of Marketing, 53(4), 48–65). Attitudes towards behaviours, and subjective norms, based on the research by Ajzen (1991, The theory of planned behaviour, Organizational Behaviour & Human Decision Processes, 50(2), 179–211), are included in understanding consumer intention. A survey is conducted on 150 respondents, and the partial least squares analysis is used to determine the antecedents of mobile advertising that lead to consumer acceptance of mobile advertising, and the resulting intention to purchase. Results show that the advertising message content has the largest impact on attitude in advertising that is done via mobile phone. Attitudes towards mobile advertising are linked to the intention to purchase the product or services advertised. The main implication of the study shows that marketing managers should focus their marketing communication on mobile advertising, and increasing the attractiveness of this form of advertising, so as to reflect consumers’ intention to purchase. This study opens a new channel of communication for multiple unexamined matters concerning the mobile advertising industry. Based on the results, a number of recommendations are proposed and suggestions for future studies are made.

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.

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