The Influence of Mobile Self-Efficacy on Attitude towards Mobile Advertising

Abstract

Mobile advertising employs mobile devices such as cell phones and PDAs to transmit advertising information to users. The chief difference between mobile advertising and traditional advertising is that mobile advertising must employ wireless networks and mobile devices; as a consequence, apart from advertisement content, the factors affecting attitude towards mobile advertising may also include consumers' mobile technology use self-efficacy.This study develops and validates a mobile selfefficacy construct assessment method, and also explores the effect of user mobile self-efficacy on attitude towards mobile advertising. The results indicate that mobile self-efficacy has very high construct reliability, convergent validity and discriminant validity, and has a significant influence on attitude towards mobile advertising.

Novelty Effects in Augmented Reality Advertising Environments: The Influence of Exposure Time and Self-Efficacy

“…1), self-efficacy theory suggests that subjective competency assessments frame individuals' engagement with unfamiliar technological environments (e.g., Murphy, Covover and Owen 1989;Compeau and Higgins 1995;Barbeite and Weis 2004;Bucy and Tao 2007). Indeed, recent research on interactive advertising platforms has identified self-efficacy as an important individual-level factor exerting a substantive, often context-dependent, influence on user evaluation and experience (e.g., Liu and Shrum 2002;Lee and Hsieh 2009). Therein, an emerging, albeit relatively scant, body of research has tentatively suggested that elaboration might be dependent upon domain-relevant self-efficacy levels (e.g., Block and Keller 1998;Lo, Wei, and Su 2013;Wang and Wu 2013).…”

Hotels and Resorts Rent Intention via Online Affiliate Marketing

“…Impact of self-efficacy toward the attitude was validated by [14]: a validity of system reliability is convergently perceived by the users with self-efficacy.…”

Anteseden Consumers’ Atittude Terhadap Advertising Di Kota Batam

“…Hal ini berarti bahwa informative memiliki pengaruh positif dan signifikan terhadap consumers' attitude towards advertising. Hasil ini sesuai dengan hasil penelitian sebelumnya oleh Lee, Hsieh, & Huang, (2011).…”