Attitude towards Mobile Advertising and Mobile Web Information Acquisition Behaviour: Perspectives from the Advertising Value, Credibility and Self-efficacy

Abstract

Abstract-Mobile e-commerce is booming in China, of which mobile advertising is one of the key applications. Despite the rapid growth, the effect of mobile advertising is generally considered poor because of the low click rate and and low users' information acquisition rate about products and services. The purpose of this paper is to explore the formation of customers' attitude towards mobile advertising (ATMA) and the further impact exerted by customers' attitude and self-efficacy on their mobile web information acquisition behavior. The survey data collection was conducted and the partial least squares (PLS) structured equation modelling (SEM) was employed to verify the research model. The results show that perceived informativeness, perceived entertainment and credibility were significant predictors of ATMA, but on which the effect of perceived irritation is not significant. ATMA was found to be a significant positive predictor of mobile advertising usage for getting information on which the effect of self-efficacy on is weaker. The paper theoretically extends the current body of knowledge on mobile advertising by exploring the impact of ATMA and selfefficacy on consumers' mobile web information acquisition behavior and practically contributes influential factors for effective advertising to marketers and advertisers.

Aktivist Reklamlara Yönelik Y ve Z Kuşağının Tutumunun Satın Alma Niyetine Etkisi

“…Bu bağlamda reklamlara yönelik tutumun satın alma niyetine etkisi ve aktivist reklamlara yönelik Y ve Z kuşağının olumlu yaklaşımlarını ortaya koyan çalışmalar kapsamında (Benner, 2018;Blanco, vd., 2010;Battista, Curmi & Said, 2021;Brison, 2015;Chaouachi & Rached, 2019;Ducoffe, 1996;Ducoffe & Curlo, 2000;Disastra vd., 2019;Farah & Newman, 2009;Hasanah & Wahid, 2018;Kotler & Sarkar, 2017;MacKenzie & Lutz, 1989;Nainggolan, 2021;Naser & Ismail, 2020;Qin & Yan, 2017;Tsang, Ho & Liang, 2004;Verstraten, 2015;Zeno, 2020) araştırmada test edilmek amacıyla aşağıdaki hipotezler geliştirilmiştir.…”

“…Ancak aktivist reklamlara yönelik tutum değişkenlerinden aldatıcılık tutum değişkeninin ise Z kuşağının satın alma niyetini anlamlı bir şekilde etkilemediği ortaya konmuş ve H4c, H4d alt hipotezlerinin ise desteklenmediği saptanmıştır. Bu bağlamda reklama yönelik tutum değişkenleri ve reklama yönelik tutum üzerinde yapılan araştırma sonuçları (Battista vd., 2021;Blanco vd., 2010;Brison, 2015;Chaouachi & Rached, 2019;Disastra vd., 2019;Ducoffe, 1996;Hasanah & Wahid, 2018;MacKenzie & Lutz, 1989;Nainggolan, 2021;Naser & Ismail, 2020;Qin & Yan, 2017;Verstraten, 2015) ağırlıklı olarak bilgi, eğlence, güvenilirlik ve reklam değerinin gençlerin reklamlara yönelik tutum ve satın alma niyetini anlamlı bir şekilde etkilediğini, rahatsız edicilik ve aldatıcılık tutum değişkenlerinin ise reklama yönelik tutum ve satın alma niyetlerini anlamlı bir şekilde etkilemediğini belirtmektedir. Yapılan araştırmada da böyle bir sonuç ortaya çıkmaktadır.…”

Attitudes of Croatian Consumers About Mobile Messenger Chatbots

“…The applications that users use on their mobile devices provide several different benefits; however, they also carry high risk [34]. Smartphones contain a range of personal data and, as such, are a very interesting target for privacy breaches and malicious activities [35]. Mobile messenger chatbots (MMC) are product of artificial intelligence where communication with machine replace human contact and it is to be expected that this kind of communication and data exchange with the machine will negatively affect the acceptance of MMC.…”

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