An Empirical Examination of Customer Perceptions of Mobile Advertising

Lee, Su-Fang; Tsai, Yuan-Cheng; Jih, Wen-Jang

doi:10.4018/9781599049434.ch145

Cited by 5 publications

(9 citation statements)

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“…Section A consists of a screening question to determine if the respondent has used SMS before, followed by a question on the respondent's weekly SMS usage. Section B consists of an adapted scale from various sources that examines consumer attitudes towards SMS advertising/promotions (Carroll et al, 2007;Lee, Tsai and Jih, 2006). Section C comprised of scale items adapted from Leung (2007) that investigates the motives for using SMS.…”

Section: Methodsmentioning

confidence: 99%

“…Jun and Lee (2007), suggested that when consumers are provided with benefits such as entertainment and information, they will perceive advertising in a more favourable light. In addition, SMS advertising has been suggested to be attention grabbing, an information provider, interesting, and interactive (Maneesoonthorn and Fortin, 2004;Lee et al, 2006). SMS advertising has been stated to be a more effective medium to generate consumer response (Barnes, 2002).…”

Section: Relevant Literature and Hypotheses Developmentmentioning

confidence: 99%

“…As suggested by Jun and Lee (2007), when consumers are provided with benefits such as entertainment and information, they will perceive advertising in a more favourable light. In addition, SMS advertising is found to be attention grabbing, a source of information, interesting, and interactive (Maneesoonthorn and Fortin, 2004;Lee et al, 2006).…”

Section: Rq2 How Do Sms Motives Influence Sms Usage Frequency?mentioning

confidence: 99%

See 2 more Smart Citations

Young consumers' motives for using SMS and perceptions towards SMS advertising

Phau

Teah²

2009

Direct Marketing: An International Journal

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The purpose of this study is to examine young consumers' motives for using SMS, their SMS usage frequency, and their attitudes towards SMS advertising. Factor analysis on the motives for using SMS revealed seven factors, namely convenience, social involvement, enjoyment, escape, personal communication, economical reasons, and public expression. The findings show that convenience and economical reasons influence SMS usage frequency. Social involvement influences attitudes towards SMS advertising. Managerial implications and limitations are also presented.

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Section: Methodsmentioning

confidence: 99%

Section: Relevant Literature and Hypotheses Developmentmentioning

confidence: 99%

Section: Rq2 How Do Sms Motives Influence Sms Usage Frequency?mentioning

confidence: 99%

See 1 more Smart Citation

Young consumers' motives for using SMS and perceptions towards SMS advertising

Phau

Teah²

2009

Direct Marketing: An International Journal

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“…The specific service explored in this study is m-advertising, which refers to advertising messages that are sent to and presented on mobile devices through a wireless network, and it is seen as one of the most promising forms of new mobile services (Kim and Jun, 2008;Soroa-Koury and Yang, 2010). M-advertising is becoming a global phenomenon since mobile phones have become an essential vehicle for business and personal communications (Lee et al, 2006). Due to the special characteristics of new mobile technologies, madvertising can be used to deliver advertisements which are radically different from traditional ones (e.g.…”

Section: Value Co-creation In New Technological B2b Servicesmentioning

confidence: 99%

The role of learning in value co-creation in new technological B2B services

Komulainen

2014

Journal of Business &Amp; Industrial Marketing

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Purpose – This study aims to explore the role of learning in value co-creation in the context of new technological B2B services. The research objective is approached from the customers' viewpoint, in terms of their motivation to make sacrifices in learning and to embark on value co-creation with a service provider. Design/methodology/approach – This study is based on a qualitative case study. The main source of data is 17 interviews with retailers who tested a new m-advertising service. Findings – The findings show that the customer's motives to make sacrifices, their absorptive capacity and exploitative/explorative learning orientation are important in explaining the role of learning in value co-creation, because perceived value can vary significantly depending on the level of the absorptive capacity of the firm, the orientation towards learning, and the customer's sacrifices in learning. Practical implications – The study can be of use to providers of new technological business services in showing how to persuade customers to learn to use the service and engage in value co-creation. This is important since the active participation of both actors is required to co-produce the technological B2B service. Originality/value – The study contributes to the existing value theory by offering new critical insights into the essential role of customer learning in value co-creation. Closely related to this, the study explores customer motivation to make sacrifices in learning and to get involved in value co-creation with service provider, specifically in the context of new technological B2B services. In so doing, this study offers empirically-based insights into value co-creation and thus advances the current understanding of value phenomena.

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“…The model uses four factors: attitude, subjective norm, intention, and behavior. TRA remains an important model for measuring user behavior (Brewer, Blake, Rankin & Douglas, 1999;Lee, Tsai, Jih, 2006;Pak, 2000;Song & Kim, 2006;Wooley & Eining, 2006;Wu & Liu, 2007). The model is shown in figure 1.…”

Section: Theory Of Reasoned Actionmentioning

confidence: 99%

An Empirical Study of Instant Messaging (IM) Behavior Using Theory of Reasoned Action

Peslak

Ceccucci

Sendall

2010

Journal of Behavioral and Applied Management

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Instant messaging (IM) as a form of communication offers unique advantages to traditional email communication centered mostly on its immediacy. Levels of IM use are significantly less than email especially in business organizations. In order to understand IM behavior and encourage its adoption, this manuscript explores IM behavior using the Ajzen & Fishbein (1980) model of human behavior known as Theory of Reasoned Action (TRA). Attitude toward IM and "subjective norm" are positively associated with intention to use instant messaging. The TRA model can be used to predict and understand the usage of instant messaging in the target population.

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An Empirical Examination of Customer Perceptions of Mobile Advertising

Cited by 5 publications

References 0 publications

Young consumers' motives for using SMS and perceptions towards SMS advertising

Young consumers' motives for using SMS and perceptions towards SMS advertising

The role of learning in value co-creation in new technological B2B services

An Empirical Study of Instant Messaging (IM) Behavior Using Theory of Reasoned Action

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