RT info:eu-repo/semantics/article
T1 Do affective variables make a difference in consumers behavior toward mobile advertising?
A1 Martínez Ruiz, María Pilar .
A1 Izquierdo Yusta, Alicia
A1 Olarte Pascual, Cristina .
A1 Reinares Lara, Eva .
K1 antecedents
K1 consequences
K1 attitude
K1 mobile advertising
K1 permission marketing
K1 emotions
K1 feelings
K1 Comercio
K1 Commerce
AB 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.
PB Frontiers Media
SN 1664-1078
YR 2017
FD 2017-01
LK http://hdl.handle.net/10259/4722
UL http://hdl.handle.net/10259/4722
LA eng
NO This work was funded by the Spanish Ministry of Economyand Competitiveness under Research Project ECO2014-59688-R,“National Program for Research, Develop and InnovationOriented toward Societal Challenges, ”within the context ofthe 2013-2016 National Scientific and Technical Research andInnovation Plan.
DS Repositorio Institucional de la Universidad de Burgos
RD 23-nov-2024