Advertisement

Antecedents and Consequences of Attitude Toward Mobile Advertising: The Spanish Case Study

  • Alicia Izquierdo-YustaEmail author
  • Ma. Cristina Olarte-Pascual
  • Eva M. Reinares-Lara
Part of the Studies in Fuzziness and Soft Computing book series (STUDFUZZ, volume 286)

Abstract

The aim of this paper is to study in depth the antecedents and consequences of attitude toward mobile advertising. With this aim, a causal model for measuring attitudes and intentions toward mobile advertising will be tested. For this purpose, the theoretical model proposed considers the influence of Control, Reference groups, the perception of Added-value and the perception of Ease of use over the Attitudes toward mobile advertising, and the relationship of these Attitudes with the Emotions/Experiences and Intentions generated from it. The research has been conducted over a sample of 612 subjects that receive advertising on their mobile phone and are representative of the Spanish market. The results highlight that attitude exercises a positive influence on the intention of receiving mobile advertising.

Keywords

Mobile advertising attitudes reference group experience 

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  1. Adams, D.A., Nelson, R.R., Toodd, P.A.: Perceived usefulness, ease of use and usage of information technology: replications. MIS Quarterly 16(5), 227–247 (1992)CrossRefGoogle Scholar
  2. Ajzen, I., Fishbein, M.: Understanding attitudes and predicting social behaviour. Prentice Hall, NY (1980)Google Scholar
  3. Ajzen, I.: The theory of planned behaviour. Organizational Behaviour and Human Decision Processes 50, 179–211 (1991)CrossRefGoogle Scholar
  4. Ajzen, I.: Perceived Behavioural Control, Self-Efficacy, Locus of Control, and the Theory of Planned Behavior. Journal of Applied Social Psychology 32, 665–683 (2002)CrossRefGoogle Scholar
  5. Akaah, I.P., Korgaonkar, P.K., Lund, D.: Direct marketing attitudes. Journal of Business Research 34(3), 211–219 (1995)CrossRefGoogle Scholar
  6. Bagozzi, R.P.: Evaluating Structural equations Models with Unobservable Variables and Measurement error. Journal of Marketing 18, 375–381 (1981)Google Scholar
  7. Bagozzi, R.P.: On the concept of intentional social action in consumer behavior. Journal of Consumer Research 27(3), 388–396 (2000)CrossRefGoogle Scholar
  8. Bamba, F., Barnes, S.J.: SMS advertising, permission and the consumer: a study. Business Process Management Journal 13(6), 815–829 (2007)CrossRefGoogle Scholar
  9. Barnes, S., Scornavacca Jr., E.: Mobile marketing: the role of permission and acceptance. In: Proceedings of the Second International Conference on Mobile Business, Vienna, Austria (2003)Google Scholar
  10. Barnes, S.J., Scornavacca, E.: Uncovering patterns in mobile advertising opt-in behaviour: A decision hierarchy approach. International Journal of Mobile Communications 6(4) (2008)Google Scholar
  11. Barutcu, S.: Attitudes towards mobile marketing tools: A study of Turkish consumers. Journal of Targeting, Measurement and Analysis for Marketing 16(1), 26–38 (2007)CrossRefGoogle Scholar
  12. Barwise, P., Strong, C.: Permission-based mobile advertising. Journal of Interactive Marketing 16(1), 14–24 (2002)CrossRefGoogle Scholar
  13. Bauer, H.H., Barnes, S.J., Reichardt, T., Neumann, M.M.: Driving consumer acceptance of mobile marketing: A theoretical framework and empirical study. Journal of Electronic Commerce Research 6(3), 181–192 (2005)Google Scholar
  14. Bauer, R.A., Greyser, S.A.: Advertising in American: The Consumer View. Harvad University, Boston (1968)Google Scholar
  15. Bearden, W.O., Etzel, M.J.: Reference group influence on product and brand purchase decisions. Journal of Consumer Research (9), 183–194 (1982)Google Scholar
  16. Carroll, A., Barnes, S.J., Scornavacca Jr., E.: Consumers’ perceptions and attitudes towards SMS mobile marketing in New Zealand. In: Proceedings of the Fourth International Conference on Mobile Business, Sydney, Australia, July 11-13, pp. 434–440 (2005)Google Scholar
  17. Chen, P.-T., Hsieh, H.P., Cheng, J.Z., Lin, Y.S.: Broadband mobile advertisement: What are the right ingredient and attributes for mobile subscribers PICMET. In: Proceedings of Portland International Center for Management of Engineering and Technology, 625–632 (2009)Google Scholar
  18. Childers, T.L., Rao, A.R.: The influence of familial and peer-based reference groups on consumer decisions. Journal of Consumer Research 19(2), 198–211 (1992)CrossRefGoogle Scholar
  19. Lee, C.-C., Hsieh, M.-C.: The Influence of Mobile Self-Efficacy on Attitude towards. In: International Conference on Mobile Advertising New Trends in Information and Service Science NISS 2009 (978-0-7695-3687-3), p. 1231 (2009)Google Scholar
  20. Choi, Y.K., Hwang, J.S., McMillan, S.J.: Gearing up for mobile advertising: A cross-cultural examination of key factors that drive mobile messages home to consumers. Psychology and Marketing 25(8), 756–758 (2008)CrossRefGoogle Scholar
  21. Comisión Nacional de las Telecomunicaciones: Informe anual sector comunicaciones móviles. Comisión Nacional de las Telecomunicaciones, Madrid (2010)Google Scholar
  22. Davis, F., Venkatesh, V.: A model of the antecedents of perceived ease of use: development and test. Decisions Sciences 27(3), 451–781 (1996)CrossRefGoogle Scholar
  23. Davis, F.D.: Perceived usefulness, perceived ease of use and user acceptance of information technology. MIS Quarterly 13(3), 319–339 (1989)CrossRefGoogle Scholar
  24. Davis, F.D.: User acceptance of information technology: system characteristics, user perceptions and behavioural impacts. International Journal Man-Machine Studies 38, 475–487 (1993)CrossRefGoogle Scholar
  25. Davis, R., Sajtos, L.: Measuring consumer interactivity in response to campaigns coupling. Mobile and television media. Journal of Advertising Research 48(3), 375 (2008)Google Scholar
  26. Dodds, W.B., Monroe, K.B., Grewal, D.: Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research 28, 307–319 (1991)CrossRefGoogle Scholar
  27. Durvasula, S., Andrews, J.C., Lysonski, S., Netemeyer, R.G.: Assessing the Cross-National Applicability of Consumer Behavior Models: A Model of Attitude Toward Advertising In General. Journal of Consumer Research 19, 626–636 (1993)CrossRefGoogle Scholar
  28. Dutta-Bergman, M.J.: Community participation and Internet use after September 11: Complementarity in channel consumption. Journal of Computer-Mediated Communication 11(2), 4 (2006)Google Scholar
  29. Falk, R.F., Miller, N.B.: A primer for soft modelling. Ed. University of Akron Press, Akron (1992)Google Scholar
  30. Fishbein, M., Ajzen, I.: Belief, attitude, intention, and behaviour: An introduction to theory and research. Addison-Wesley (1975)Google Scholar
  31. Fishbein, M.: Attitude and the prediction of behaviour. In: Fishbein, M. (ed.) Readings in Attitude Theory and Measurement, pp. 477–492. Wiley, New York (1967)Google Scholar
  32. Fitzgerald, J.L., Arndt, S.: Reference Group Influence on Adolescent Alcohol Use. Journal of Alcohol and Drug Education 47(2), 42–56 (2002)Google Scholar
  33. Flavián, C., Gurrea, R., Orús, C.: heuristic evaluation of websites design for achieving the web success. International Journal of Services and Standards 5(1), 17–41 (2009)CrossRefGoogle Scholar
  34. Fornell, C., Larcker, D.: Structural Equation Models With Unobserved Variables and Measurement Error. Journal of Marketing Research 18, 39–50 (1981)CrossRefGoogle Scholar
  35. Foxall, G.R. (ed.): Consumer Behavior Analysis: Critical Perspectives in Business and Management. Routledge, London and New York (2002)Google Scholar
  36. Foxall, G.R.: The Behavior Analysis of consumer choice: an introduction to the special issue. Journal of Economic Psychology 24(5), 581–588 (2003)CrossRefGoogle Scholar
  37. Frolick, M.N., Chen, L.D.: Assessing mobile commerce opportunities. Information Systems Management 21(2), 53–61 (2004)CrossRefGoogle Scholar
  38. Gallarza, M., Gil, I.: Desarrollo de una escala multidimensional para medir el valor percibido de una experiencia de servicio. Revista Española de Investigación de Marketing 18(10, 2), 25–60 (2006)Google Scholar
  39. Grewal, D., Monroe, K.B., Krishnan, R.: The Effects of Price-Comparison Advertising on Buyers’ Perceptions of Acquisition Value, Transaction Value, and Behavioural Intentions. The Journal of Marketing 62(2), 46–59 (1998)CrossRefGoogle Scholar
  40. Infoadex: Estudio Infoadex de la inversión publicitaria en España 2011. Infoadex, Madrid (2011)Google Scholar
  41. Jayawardhena, C., Kuckertz, A., Karjaluoto, H., Kautonen, T.: Antecedents to permission based mobile marketing: An initial examination. European Journal of Marketing 43(3/4), 473–499 (2009)CrossRefGoogle Scholar
  42. Jayawardhena, C.: The Hierarchical Influence of Personal Values on e-shopping Attitude and Behaviour. Internet Research: Electronic Networking Applications and Policy 14(2), 127–138 (2004)CrossRefGoogle Scholar
  43. Karjaluoto, H., Alatalo, T.: Consumers‘ attitudes towards and intention to participate in mobile Marketing. International Journal of Services Technology and Management 8(2/3), 155–173 (2007)CrossRefGoogle Scholar
  44. Karjaluoto, Lehto, Leppäniemi, Jayawardhena: Exploring Gender Influence on Customer’s intention to engage permission-based mobile Marketing. Electronic Markets 18(3), 242–259 (2008)CrossRefGoogle Scholar
  45. Keil, M., Beranek, P.M., Konsynski, B.R.: Usefulness and Ease of Use: Field Study Evidence Regarding Task Considerations. Decision Support Systems 13(1), 75–91 (1995)CrossRefGoogle Scholar
  46. Khalifa, M., Shen, K.N.: Explaining the Adoption of Transactional B2C Mobile Commerce. Journal of Enterprise Information Management 1(2), 110–124 (2008)CrossRefGoogle Scholar
  47. Kim, M.-S., Hunter, J.E.: Attitude-Behavior Relations: A Meta-Analysis of Attitudinal Relevance and Topic. Journal of Communication 43, 101–142 (1993)CrossRefGoogle Scholar
  48. Krishnamurthy, S.A.: Comprehensive analysis of permission marketing. Journal of Computer Mediated Communication 6(2), 2 (2001)Google Scholar
  49. Lee, S.-F., Tsai, C., Jih, W.-J.: An empirical examination of customer perceptions of mobile advertising. Information Resources Management Journal 19(4), 39 (2006)CrossRefGoogle Scholar
  50. Lee, C.: Presentation effects of mobile advertising-product categories and advertising formats fit (2009), http://xml.engineeringvillage2.org/controller/servlet/Controller?CID
  51. Lee, S.-G.: An Integrative Study of Mobile Technology Adoption Based on Technology Acceptance Model, Theory of Planned Behaviour and Diffusion of Innovation Theory. PhD thesis. University Nebraska, Lincoln, Nebraska (2003)Google Scholar
  52. Lee, T.M.: The impact of perceptions of interactivity on customer trust and transaction intentions in mobile commerce. Journal of Electronic Commerce Research 6(3), 165–180 (2005)Google Scholar
  53. Li, H., Lee, K.Y.: Mobile phones and mobile advertising: an Asian perspective Mobile phones and mobile advertising: an Asian perspective. International Journal of Internet Marketing and Advertising 3(2), 177–192 (2006)MathSciNetGoogle Scholar
  54. Liu, C.-M.: The effects of promotional activities on brand decision in the cellular telephone industry. The Journal of Product and Brand Management 11(1), 42 (2002)CrossRefGoogle Scholar
  55. Lutz, R.J.: Affective and Cognitive Antecedents of Attitude towards the Ad: The conceptual framework. In: Allowed, L., Mitchell, A. (eds.) Psychological Processes and Advertising Effects: Theory, Research and Applications, Hillsdale, NJ, pp. 45–63 (1985)Google Scholar
  56. Direct Marketing La publicidad móvil más eficaz que la on-line (2009), http://www.marketingdirecto.com/especiales/marketing-movil/la-publicidad-movil-mas-eficaz-que-la-online/
  57. Martín, D., Barroso, C., Martín, E.: El valor percibido de un servicio. Revista Española de Investigación de Marketing ESIC 8(1), 47–71 (2004)Google Scholar
  58. Mathew, M., Dambal, A.: Factors affecting consumer attitude towards mobile advertising in India. International Journal of Information Technology and Management 9(3), 273–288 (2010)CrossRefGoogle Scholar
  59. Mathieson, K.: Predicting User Intentions: Comparing the Technology Acceptance Model with the Theory of Planned Behavior. Information Systems Research 2, 173–191 (1991)CrossRefGoogle Scholar
  60. Merisavo, M., Karjalo, S., Karjaluoto, H., Virtanen, V., Salmenkivi, S., Raulas, M., Leppdaniemi, M.: An empirical study of the drivers of consumer acceptance of mobile advertising. Journal of Interactive Advertising 7(3-4), 235–246 (2007)Google Scholar
  61. ICMB: Eighth International Conference on Mobile Business (978-0-7695-3691-0), pp. 27–28, 82 (2009)Google Scholar
  62. Muehling, D.D.: Cormparative Advertising: The Influence of Attitude-Toward-The Ad on Brand Evaluation. Journal of Advertinsing 16, 43–49 (1987)Google Scholar
  63. Muk, A., Babin, B.J.U.S.: Consumers‘ adoption-nonadoption of Mobile SMS Advertising. International Journal of Mobile Marketing 1(1), 21–29 (2006)Google Scholar
  64. Okazaki, S., Taylor, C.R.: What is SMS advertising and why do multinationals adop it? Answer from an empirical study in European markets. Journal of Business Research 61, 4–12 (2008)CrossRefGoogle Scholar
  65. Okazaki, S.: What do we know about mobile Internet adopters? A cluster analysis. Information & Management 43, 127–141 (2006)CrossRefGoogle Scholar
  66. Okazaki, S., Li, H., Hirose, M.: Consumer privacy concerns and preference for degree of regulatory control: A study of mobile advertising in Japan. Journal of Advertising 38(4), 63 (2009)CrossRefGoogle Scholar
  67. Rettie, R.: An exploration of flor during Internet use. Internet Research: Electronic Networking Applications and Policy 11(2), 103–113 (2001)CrossRefGoogle Scholar
  68. Rettie, R., Grandcolas, U., Deakins, B.: Text Message Advertising: Response Rates and Branding Effects. Journal of Targeting, Measurement and Analysis for Marketing 13(4), 304–312 (2005)CrossRefGoogle Scholar
  69. Rohm, A., Sultan, F.: An Exploratory Cross-Market Study of Mobile Marketing Acceptance. International Journal Mobile Marketing 1(1), 4–12 (2006)Google Scholar
  70. Sanz, S., Ruiz, C., Bigné, E.: Key drivers of mobile commerce adoption: an exploratory study of Spanish mobile users. Journal of Theoretical and Applied Electronic Commerce Research 2(2), 48–60 (2006)Google Scholar
  71. Schifter, D.B., Ajzen, I.: Intention, perceived control and weight loss: an applicationof the Theory of Planned Behavior. Journal of Personality and Social Psychology 49, 842–851 (1985)CrossRefGoogle Scholar
  72. Shavitt, S., Lowrey, P.M., James, E.H.: Public Attitude Toward Advertising: More Favorable Than You Might Think. Journal of Advertising Research 38(4), 7–22 (1998)Google Scholar
  73. Soroa-Koury, S., Yang, K.C.C.: Factors affecting consumers’ responses to mobile advertising from a social norm theoretical perspective. Journal Telematics and Informatics Archive 27(1), 103–113 (2010), doi:10.1016/j.tele.2009.06.001CrossRefGoogle Scholar
  74. Sun, H., Zhang, P.: The role of moderating factors in user technology acceptance. International Journal of Human-Computer Studies 64(2), 53–78 (2006)CrossRefGoogle Scholar
  75. Sweeney, J., Soutar, G.: Consumer perceived value: the development of a multi-item scale. Journal of Retailing 77, 203–220 (2001)CrossRefGoogle Scholar
  76. Taylor, S., Tod, P.A.: Understanding Information Technology Usage: A Test of Competing Models. Information Systems Research 6(2), 144–176 (1995)CrossRefGoogle Scholar
  77. Tsang, M.M., Ho, S.-C., Liang, T.-P.: Consumer attitudes toward mobile advertising: an empirical study. International Journal of Electronic Commerce 8(3), 65 (2004)Google Scholar
  78. Vatanparast, R., Butt, A.H.: Factors Affecting Use of Mobile Advertising: A Quantitative Study. In: 42nd Hawaii International Conference on System Sciences HICSS 2009, January 5-8 (1530–1605) (2009)Google Scholar
  79. Venkatesh, V., Morris, M.G.: Why Don’t Men Ever Stop to Ask For Directions? Gender, Social Influence, and Their Role in Technology Acceptance and Usage Behavior. MIS Quarterly 24(1), 115–139 (2000)CrossRefGoogle Scholar
  80. Venkatesh, V., Morris, M.G., Davis, F.D., Davis, G.B.: User Acceptance of Information Technology: Toward a Unified View. MIS Quarterly 27(3), 425–478 (2003)Google Scholar
  81. Woodruff, R.B.: Customer value: the next source of competitive advantage. Journal of the Academy of Marketing Sciences 25(2), 139–153 (1997)MathSciNetCrossRefGoogle Scholar
  82. Xu, D.J.: The Influence Of Personalization In Affecting Consumer Attitudes Toward Mobile Advertising in China. The Journal of Computer Information Systems 47(2), 9–19 (2006/2007)Google Scholar
  83. Zeithaml, V.A.: Consumer perceptions of price, quality and value: a means-end model and synthesis of evidence. Journal of Marketing 52, 2–22 (1998)CrossRefGoogle Scholar
  84. Zhang, J., Mao, E.: Understanding the acceptance of Mobile SMS advertising among young chinese consumers. Psycology & Marketing 25(8), 787–805 (2008)CrossRefGoogle Scholar

Copyright information

© Springer-Verlag Berlin Heidelberg 2012

Authors and Affiliations

  • Alicia Izquierdo-Yusta
    • 1
    Email author
  • Ma. Cristina Olarte-Pascual
    • 1
  • Eva M. Reinares-Lara
    • 1
  1. 1.The Universities of Burgos, La Rioja and Rey Juan CarlosLogroñoSpain

Personalised recommendations