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Do Irritations of Ads in Line Really Matter?

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  • Wen-Yu Tsao

Abstract

The Advertisings (ads) in LINE are the marketing promotions for enterprises to increase consumers’ purchase intentions. People are likely to feel ads as unwelcome and irritating information and get unfavorable behavioral intentions. Information quality (IQ) and access convenience are the key factors of people satisfaction to decrease their unfavorable behavioral intentions including complaints, blockade, and negative WOM (NWOM). With data collected from a sample of 230 people in Taiwan, the results got the IQ and access convenience of ads impacted on unfavorable behavioral intentions through satisfaction and was particularly moderated by irritation with AMOS 21.0. The implications for theory and practice are discussed.

Suggested Citation

  • Wen-Yu Tsao, 2019. "Do Irritations of Ads in Line Really Matter?," International Business Research, Canadian Center of Science and Education, vol. 12(5), pages 53-68, May.
    • Handle: RePEc:ibn:ibrjnl:v:12:y:2019:i:5:p:53-68
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    References listed on IDEAS

    as
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    3. Rajagopal, 2015. "Social Psychology of Consumers," Palgrave Macmillan Books, in: The Butterfly Effect in Competitive Markets, chapter 9, pages 223-247, Palgrave Macmillan.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    information quality (IQ); access convenience; unfavorable behavioral intentions; irritation;
    All these keywords.

    JEL classification:

    • C33 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - Models with Panel Data; Spatio-temporal Models
    • F31 - International Economics - - International Finance - - - Foreign Exchange
    • F41 - International Economics - - Macroeconomic Aspects of International Trade and Finance - - - Open Economy Macroeconomics

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