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An Empirical Examination of Customer Perceptions of Mobile Advertising

Author

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  • Su-Fang Lee

    (Overseas Chinese Institute of Technology, Taiwan)

  • Yuan-Cheng Tsai

    (Da-Yeh University, Taiwan)

  • Wen-Jang (Kenny) Jih

    (Middle Tennessee State University, USA)

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.

Suggested Citation

  • Su-Fang Lee & Yuan-Cheng Tsai & Wen-Jang (Kenny) Jih, 2006. "An Empirical Examination of Customer Perceptions of Mobile Advertising," Information Resources Management Journal (IRMJ), IGI Global, vol. 19(4), pages 39-55, October.
    • Handle: RePEc:igg:rmj000:v:19:y:2006:i:4:p:39-55
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    Cited by:

    1. Miluska Murillo-Zegarra & Carla Ruiz-Mafe & Silvia Sanz-Blas, 2020. "The Effects of Mobile Advertising Alerts and Perceived Value on Continuance Intention for Branded Mobile Apps," Sustainability, MDPI, vol. 12(17), pages 1-20, August.
    2. Varsha Jain & Saumya Pant, 2015. "Positioning Generation Y for Effective Mobile Communication: The case of three cities in India," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 3(1), pages 1-25, May.
    3. Vilasini De Silva & Jun Yan, 2016. "Predictors of Attitudinal Outcomes in Mobile Advertising in Sri Lanka: An Emerging Market," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(3), pages 129-144, June.
    4. Anna M. Deptuła & Michał Stosiak & Adam Deptuła & Marek Lubecki & Mykola Karpenko & Paulius Skačkauskas & Kamil Urbanowicz & Algimantas Danilevičius, 2022. "Risk Assessment of Innovation Prototype for the Example Hydraulic Cylinder," Sustainability, MDPI, vol. 15(1), pages 1-20, December.
    5. Shan Du & Hua Li, 2019. "The Knowledge Mapping of Mobile Commerce Research: A Visual Analysis Based on I-Model," Sustainability, MDPI, vol. 11(6), pages 1-26, March.

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