Universidad de Burgos Repositorio Repositorio
Por favor, use este identificador para citar o enlazar este ítem: http://hdl.handle.net/10259/4722

Ver estadísticas de uso
Título : Do affective variables make a difference in consumers behavior toward mobile advertising?
Autor : Martínez Ruiz, María Pilar .
Izquierdo Yusta, Alicia
Olarte Pascual, Cristina .
Reinares Lara, Eva .
Publicado en: Frontiers in Psychology. 2017, V. 7, art. 2018
Editorial : Frontiers Media
Fecha de publicación : ene-2017
ISSN : 1664-1078
DOI: 10.3389/fpsyg.2016.02018
Resumen : 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 variables simultaneously. The present research therefore sought to deepen understanding of the antecedents and consequences of attitudes toward permission-based mobile advertising. More specifically, it sought to identify the antecedents of attitudes toward mobile advertising and the bridges between these attitudes and consumers' intentions upon receiving advertising on their mobile devices. To this end, a causal model was proposed and tested with a sample of 612 mobile phone users that was collected from a panel of Spanish adults who receive advertising on their mobile phones in the form of SMS text messages. The structural model used was validated using the partial least squares (PLS) regression technique. The results show that the greatest influence was that exerted by positive emotions on feelings, suggesting that positive emotions have an indirect effect on attitude toward mobile advertising. This influence was even greater than their direct effect. Another important, though less powerful, effect was the influence of attitude on behavioral intentions to receive mobile advertising. In contrast, the influence of cognitive variables on attitude was less relevant.
Palabras clave: antecedents
consequences
attitude
mobile advertising
permission marketing
emotions
feelings
Licencia: http://creativecommons.org/licenses/by/4.0/
URI : http://hdl.handle.net/10259/4722
Versión del editor: https://doi.org/10.3389/fpsyg.2016.02018
Aparece en las colecciones: Artículos Área de Comercialización e Investigación de Mercados

Ficheros en este ítem:

Fichero Descripción Tamaño Formato
Martínez-FP_2017.pdf394,79 kBAdobe PDFVisualizar/Abrir

Este ítem está sujeto a una licencia Creative Commons Licencia Creative Commons
Creative Commons

Los ítems del Repositorio Institucional de la Universidad de Burgos están protegidos por copyright, con todos los derechos reservados, a menos que se indique lo contrario.

 

Valid XHTML 1.0! DSpace Software Copyright © 2002-2008 MIT and Hewlett-Packard - Sobre DSpace