An Empirical Examination of Customer Perceptions of Mobile Advertising

Abstract

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.

How human–computer interaction perception affects consumer well-being in the context of online retail: from the perspective of autonomy

“…All constructs and their related items were extracted and supported from the previous literature. The perceived connectivity scale (Lee, 2005) was constructed based on Lee’s research, including five items. Based on the research of Wu et al , the perceived personalization scale (Wu, 2006) is constructed, including five items.…”

“…Dholakia et al (2000) determined that user control, response, real-time interaction, connectivity, personalization/customization and interest are the components of interaction from the perspective of website visitors. In the mobile commerce environment, interactivity is perceived, which is composed of user control, responsiveness, connectivity, personalization, ubiquitous connection and context provision (Lee, 2005). In short, measuring HCI from the perspective of user perception is more intuitive and can better predict user attitude and behavior.…”

“…Environmental psychology shows that people who think they have more control tend to feel and act more actively (Proshansky et al, 1970). In online retail, marketers provide consumers with the best information or services related to their situation according to the basic situation, location, time and other information of consumers (Lee, 2005). When users receive some type of feedback from the website, if the feedback meets the expectations, it will increase the emotional response to the website, so as to enhance their PWB (Ong et al, 2015).…”

Enhancing the efficacy of instructing and adjusting information: An exploration of interactivity and vividness

“…Researchers agree that interactivity is a multidimensional concept that encompasses control, responsiveness, connectedness, and other factors (Lee, 2005;Liu, 2003;Park & Yoo, 2020). Nandi et al (2021) revealed that the perceived interactivity of a mobile app increased mobile app stickiness through utilitarian value and flow.…”

“…The former emphasizes counting the number of interactive features on a mobile app, the latter individuals' evaluations of interactivity. Researchers agree that interactivity is a multidimensional concept that encompasses control, responsiveness, connectedness, and other factors (Lee, 2005; Liu, 2003; Park & Yoo, 2020).…”