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dc.contributor.authorMartínez Ruiz, María Pilar .
dc.contributor.authorIzquierdo Yusta, Alicia 
dc.contributor.authorOlarte Pascual, Cristina .
dc.contributor.authorReinares Lara, Eva .
dc.date.accessioned2018-02-02T09:41:52Z
dc.date.available2018-02-02T09:41:52Z
dc.date.issued2017-01
dc.identifier.issn1664-1078
dc.identifier.urihttp://hdl.handle.net/10259/4722
dc.description.abstractResearch 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.en
dc.description.sponsorshipThis work was funded by the Spanish Ministry of Economy and Competitiveness under Research Project ECO2014-59688-R,“National Program for Research, Develop and Innovation Oriented toward Societal Challenges, ”within the context of the 2013-2016 National Scientific and Technical Research and Innovation Plan.en
dc.format.mimetypeapplication/pdf
dc.language.isoenges
dc.publisherFrontiers Mediaen
dc.relation.ispartofFrontiers in Psychology. 2017, V. 7, art. 2018en
dc.rightsAttribution 4.0 International
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/
dc.subjectantecedentsen
dc.subjectconsequencesen
dc.subjectattitudeen
dc.subjectmobile advertisingen
dc.subjectpermission marketingen
dc.subjectemotionsen
dc.subjectfeelingsen
dc.subject.otherComercioes
dc.subject.otherCommerceen
dc.titleDo affective variables make a difference in consumers behavior toward mobile advertising?en
dc.typeinfo:eu-repo/semantics/article
dc.rights.accessRightsinfo:eu-repo/semantics/openAccess
dc.relation.publisherversionhttps://doi.org/10.3389/fpsyg.2016.02018
dc.identifier.doi10.3389/fpsyg.2016.02018
dc.relation.projectIDinfo:eu-repo/grantAgreement/MINECO/ECO2014-59688-R
dc.type.hasVersioninfo:eu-repo/semantics/publishedVersionen


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