Determinants of Behavioral Intention towards Mobile Learning in  Pakistan: Mediating role of Attitude

Hameed, Farhina; Qayyum, Abdul

doi:10.22547/ber/10.1.2

Cited by 13 publications

(13 citation statements)

References 52 publications

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“…Irritation is a phenomenon pretty much similar to reactance, where the consumer is more likely to reject advertisements perceived as intrusive (Hameed and Qayyum 2018). Edwards et al, (2002) observed irritation as a possible emotional reaction and avoidance as a potential behavioral outcome in response to intrusive advertising.…”

Section: Irritation Appeal/product Categoriesmentioning

confidence: 99%

Digital Intrusiveness of Unmentionable Products: Construct Differential Analysis Framework Approach

Yaseen

Rafiq

Farooqui

et al. 2023

International Journal of Social Science Entrepreneurship

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In marketing research, it is important to measure consumers’ perceptions related to advertisements. Especially when these perceptions have the potential to set negative attitude. With rapid technological advancements, digital media advertising has become an important tool for advertisers to reach customers. Consumers’ perceptions of intrusiveness, irritation, and offensiveness are highly attributed to digital media advertising of unmentionable products. However, it is evident from the marketing literature that terms such as intrusiveness, irritation, and offensiveness are being interchangeably used. This leads to measurement issues of the consumers’ perceptions at the construct level. Therefore, this study considers it important to formally specify the relationships that exist between intrusiveness, irritation, and offensiveness. This formal specification was required to differentiate the concepts of intrusiveness, irritation, and offensiveness so that consumers’ perceptions at the construct level can be appropriately measured. To achieve this sixty definitions and instruments were extracted from existing literature and analyzed through a construct differential analysis framework. As a result of which hybrid dimensions mainly related to intrusiveness emerged. The hybrid dimensions exclusively representing intrusiveness are intrusive media, intrusive cognition, product intrusiveness, individual pre-dispositions, negative experience, social and cultural influences, religious beliefs, and behavioral outcomes. The insights of this study establish a need to develop a digital advertising intrusiveness construct incorporating the hybrid themes that emerged.

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Section: Irritation Appeal/product Categoriesmentioning

confidence: 99%

Digital Intrusiveness of Unmentionable Products: Construct Differential Analysis Framework Approach

Yaseen

Rafiq

Farooqui

et al. 2023

International Journal of Social Science Entrepreneurship

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“…This theory has not specifically applied to this context. The suggestions by Mohammadi ( 2015b ) are incorporated to unveil the impact of U&G theory in the mobile learning context as previously the TAM and IS model was incorporated (Hameed & Qayyum, 2018 ). BITML is the untouched part as mandated by Chen ( 2011 ); Cheok and Wong, ( 2015 ); Reychav and Wu ( 2015 ); Reychav et al, ( 2016 ); and Wong et al, ( 2015 ).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Furthermore, it is essential to comprehend the underlying mechanisms by which behavioral intentions toward mobile learning (BITML) may be influenced by perceived entertainment, informativeness, irritation, trust, and value. The extant literature indicates that attitude mediates the association between a variety of predictors, such as entertainment, relaxation, escape time, value, and quality, and dependent variables, such as behavioral intention, purchase intention, and buying intention (Curras-Perez et al, 2014 ; Hameed et al, 2018 ; Mohammadi, 2015a ; Zhu & Chang, 2014 ); however, mediating role of attitude between perceived entertainment, informativeness, irritation, trust and value, and BITML has not been explored yet. Therefore, in order to provide a more comprehensive picture, this study aims to investigate the impact of the five factors described above on attitude toward mobile learning (ATML), which in turn influences BITML and mediating role of ATML between relathionship of entertainment (ENT), informativeness (INF), irritation (IRR), trust (PERT), value (PERV), and BITML.…”

Section: Introductionmentioning

confidence: 99%

A new trend of learning and teaching: Behavioral intention towards mobile learning

2022

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Mobile learning has expanded the reach of electronic and distance education, which has been made possible by modern technology and globalization. There is a need to identify the elements that are essential in determining behavioral intention towards mobile learning because there is a dearth of scientific justification for their importance. The goal of the study is to ascertain how behavioral intention towards mobile learning are affected by perceived entertainment, perceived informativeness, perceived irritation, perceived trust, and perceived value. Moreover, the study examines the mediating role of attitude among the aforementioned variables and behavioral intention towards mobile learning. Finally, the moderating impact of social influence on the relationship between attitude and behavioral intention towards mobile learning is investigated. The multistage cluster sampling technique is used to gather data from 586 students. Multiple regression analysis is utilized to test hypotheses, whereas AMOS-23 is used for confirmatory factor analysis. Hayes & Preacher’s macro is applied to assess mediation and moderation. The results show that perceived entertainment, informativeness, trust, and value significantly and directly influence attitude towards mobile learning, but perceived irritation has a negative effect. Additionally, perceived entertainment, trust, and value have a direct and significant impact on behavioral intention towards mobile learning, whereas perceived irritation has a negative and informativeness has an insignificant impact. Finally, the attitude is supported as a mediator, while social influence confirms its role as a moderator. The study offers significant theoretical and practical implications.

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“…Moreover, previous analysis has demonstrated that the effects of promotional messages are potentially influenced by publicity and brand behaviour (Kaushal & Kumar, 2016). Different researches on the online environment have identified the mediating role of attitudes in the relationship between website encouragement and desire to buy online (Shaouf et al, 2016;Redondo & Aznar, 2018;Hameed & Qayyum, 2018). The attitude of the customer online through the online shopping channel is either positive or negative as an appraisal outcome.…”

Section: The Mediation Role Of Attitudementioning

confidence: 99%

Determinants of Consumer’s Willingness to Purchase Online in Malaysia: The Role of GEN Z’s Attitude

Mondol¹,

Salman²,

Rahid³

et al. 2021

IJARBSS

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The progress of the World Wide Web has led to a new form of e-tailing or internet shopping for retail purchases. Since then, consumer behaviour has become a core factor in online purchases. The determinants of internet orders for consumers should then be taken into account. This paper examines factors which influence the intention of Gen Z to purchase online on a platform. What factors drive Gen Z to purchase online? In order to find this finding, a survey of 315 respondents who resided in Kuala Lumpur in Malaysia was used. Specifically, researchers investigated the relationship between perceived usefulness, perceived ease of use and prior online purchase experience with intention to purchase online. Then, researchers investigated the mediation role of attitude between perceived usefulness, perceived ease of use and prior online purchase experience with intention to purchase. Data confirms that a positive and significant relationship is found between perceived usefulness and perceived ease of use with intention to purchase. Furthermore, a positive and significant relationship is not found between prior online purchase experience and intention to purchase online. Besides, this study claims that attitude mediates the relationship between perceived ease of use and prior online purchase experience with intention to purchase. Smart PLS 3.0 was used to analyse the results following in the quantitative approach. This result shows that eplatform was an effective marketing method for new customers in the younger generation. It also demonstrates that the cyber world plays an important role in digital commercialization making the penetration of consumers faster and easier for brands.

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Determinants of Behavioral Intention towards Mobile Learning in Pakistan: Mediating role of Attitude

Cited by 13 publications

References 52 publications

Digital Intrusiveness of Unmentionable Products: Construct Differential Analysis Framework Approach

Digital Intrusiveness of Unmentionable Products: Construct Differential Analysis Framework Approach

A new trend of learning and teaching: Behavioral intention towards mobile learning

Determinants of Consumer’s Willingness to Purchase Online in Malaysia: The Role of GEN Z’s Attitude

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