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

Lee, ChingChang; Hsieh, Ming-Chia; Huang, HungChun

doi:10.4156/aiss.vol3.issue3.13

Cited by 19 publications

(6 citation statements)

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“…From literature review, many studies had been conducted by ISSN 2162-3058 2018 prior researchers on the success factors for social media advertising, and the five main factors proposed by prior researcher are summarized in Table 1. Lee et al (2005), Lee et al (2011), Ling et al (2010 and Mahmoud (2013) Credibility Adler et al (2000), Goldsmith et al (2000), (Lee et al, 2011), and Lafferty et al (1999) Irritation Eighmey et al (1998), Ducoffe (1996, (Lee et al, 2011), (Yaakop et al, 2013) and Michael et al (2006) Customization De Zoysa (2002, Rao et al (2003) and (Liu et al 2012) …”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…According to Lee et al (2011), informativeness reflected the ability of advertiser to provide adequate and important information in the advertisement in regard with the product and the information is relevant to the targeted consumers. In addition, study done by Tavor (2011) revealed that advertising plays an important role in the product line to deliver comprehensive information to the targeted consumers.…”

Section: Informativenessmentioning

confidence: 99%

“…Credibility refers to the central point of the trust in the content of the message (Lee et al, 2011). According to Adler and Rodman (2000), credibility is the trustworthiness of the addresser and perception in the minds of the audience.…”

Section: Credibilitymentioning

confidence: 99%

“…Irritation element in ads can be defined as any advertisement that evokes the bad feelings toward the viewer or potential consumer, including anger, hatred and errors caused by ads (Lee et al, 2011). According to Eighmey and McCord (1998), irritation can be described as content of ads that is messy and annoying to the browser.…”

Section: Irritation Elementmentioning

confidence: 99%

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Youngsters Perception Toward Social Networking Advertising: Does Social Media Advertising Factors Still Matter?

Kowang

Jonid

Yew

et al. 2018

IJHRS

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Social Networking Sites (SNS) including Facebook, Instagram, Twitter, Linkedin, Flickr and My Space are significantly grown in popularity among youngster and has become powerful media for advertisers as well as advertising industry all around the world. Advertising via social networking platform allows segmentation of advertising activities based on customers' demographic. Hence, it is different from social medial advertising which is public-focused based. Thus, this study aims to explore does the important success factors for social media advertising still matter toward youngsters' perception on social networking advertising. As ISSN 2162-3058 2018 http://ijhrs.macrothink.org 179 such, the study assess the relationships between five main social media advertising success factors (informativeness, entertainment, credibility, irritation and customization) with youngsters' perception toward social networking advertising. The study is quantitative based. Data was collected from 274 undergraduate students from the Faculty of Management (FM), Universiti Teknologi Malaysia (UTM) via convenience sampling technique. Data analysis was done via descriptive analysis and Person correlation test. The findings from the study suggested that all the five social media advertising factors are significantly correlated with youngsters' attitude towards social network advertising. In addition, finding from this study also revealed that credibility or the trustworthiness of social network advertising is viewed by youngsters as the least important factor. Perhaps this is because of youngsters generally view information in social network is lack of reliability and credibility as compare with traditional face to face networking platform. International Journal of Human Resource Studies

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Section: Theoretical Backgroundmentioning

confidence: 99%

Section: Informativenessmentioning

confidence: 99%

Section: Credibilitymentioning

confidence: 99%

Section: Irritation Elementmentioning

confidence: 99%

See 2 more Smart Citations

Youngsters Perception Toward Social Networking Advertising: Does Social Media Advertising Factors Still Matter?

Kowang

Jonid

Yew

et al. 2018

IJHRS

View full text Add to dashboard Cite

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“…Mobile self-efficacy found to affect perceived ease of use of mobile payments but no direct effect on intention (Duane et al, 2014). Mobile self-efficacy found to influence attitude to mobile advertising (Lee et al, (2011) English language skill Having language skills in order to understand the system (Park et al, 2009).…”

Section: Mobile Self-efficacymentioning

confidence: 99%

The Intention to Use Mobile Digital Library Technology

AL-Faresi

Hone

2015

International Journal of Mobile Human Computer Interaction

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This paper presents a qualitative study on student adoption of mobile library technology in a developing world context. The findings support the applicability of a number of existing constructs from the technology acceptance literature, such as perceived ease of use, social influence and trust. However, they also suggest the need to modify some adoption factors previously found in the literature to fit the specific context of mobile library adoption. Perceived value was found to be a more relevant overarching adoption factor than perceived usefulness for this context. Facilitating conditions were identified as important but these differed somewhat from those covered in earlier literature. The research also uncovered the importance of trialability for this type of application. The findings provide a basis for improving theory in the area of mobile library adoption and suggest a number of practical design recommendations to help designers of mobile library technology to create applications that meet user needs.

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Realising M-Payments: modelling consumers' willingness to M-pay using Smart Phones

Duane

O’Reilly

Andreev

2012

Behaviour & Information Technology

105

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It is predicted that significant and ongoing investment in M-Commerce platforms and application development by commercial entities, will fundamentally change consumers' shopping and web browsing behaviours. However, the evolving behaviour of Smart Phone users is somewhat tempered by concerns over M-Payments. If Smart Phones are to reach their full M-Commerce potential, the ability of consumers to transact and pay for products/services through these devices in an easy, safe, and reliable manner, must be addressed. In response, this paper contributes a theoretical model, and empirically tests the model to explore Irish consumers' perceptions of using Smart Phones to make M-Payments for products/services. The findings present conclusive evidence that trust is the most powerful factor influencing consumers' willingness to use Smart Phones to make M-Payments. While perceived usefulness and perceived ease of use influence the payment decision, their impact is much lower. Mobile self-efficacy and personal innovativeness have almost no direct impact. The paper concludes that irrespective of individuals' high levels of personal innovativeness, or mobile selfefficacy, and irrespective of whether Smart Mobile Media Services are perceived as useful and easy to use, consumers will not make M-Payments, until they are convinced that Smart Phone M-Payment systems are safe and reliable.

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

Cited by 19 publications

References 0 publications

Youngsters Perception Toward Social Networking Advertising: Does Social Media Advertising Factors Still Matter?

Youngsters Perception Toward Social Networking Advertising: Does Social Media Advertising Factors Still Matter?

The Intention to Use Mobile Digital Library Technology

Realising M-Payments: modelling consumers' willingness to M-pay using Smart Phones

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