Determinants of Consumer Perceptions toward Mobile Advertising — A Comparison between Japan and Austria

Abstract

Mobile marketing provides an innovative channel for transmitting advertising messages to customers via mobile devices. The growth of mobile advertising in recent years requires that researchers and practitioners understand consumer perceptions of this form of advertising. The purpose of this paper is to investigate factors influencing the perception of mobile advertising in different cultures. Based on samples from Austria and Japan, we empirically examine relevant m-advertising effects. The results suggest that infotainment and credibility are key factors predicting advertising value among Austrians and the Japanese. However, our findings show that Japanese customers are more irritated by mobile advertising than are Austrian respondents.

Consumer's attitude to receive and response to SMS advertising

“…Results reflect the notion that the benefits consumers perceive within advertisements are important determinants of whether they attitude to accept this advertising medium. This finding supports the results of the majority of the studies in the literature that have highlighted the importance of utilitarian and hedonic value on the acceptance of SMS advertising (Bauer et al, 2005;Carroll et al, 2006;Liu et al, 2012;Maneesoonthorn and Fortin, 2006;Merisavo et al, 2007;Nasco and Bruner, 2008). Indeed, by the results of this study, the utilitarian value was found to be the most important driver of consumer attitude to receive SMS advertising, and the second most important factor was hedonic value.…”

What Drives Consumers to Accept M-ads on Their Hand-Held Devices? A Literature Review, Insights and Propositions for Emerging Markets

“…Kim & Han (2014) and Yang et al (2013) stated credibility plays a positive and vital role in predicting advertising value of personalized M-ads for South Korean consumers. Similarly, Liu et al (2012) report credibility predicts the advertising value of SMS ads in both Austrian and Japanese context. Bolstering the above findings, it has been disclosed Chinese consumers welcome more credible ads (Xie et al, 2013), search for credibility of personalized mobile advertising applications (Xu et al, 2008) and seek for credibility in personalized M-ads Xu (2006Xu ( -2007 as well.…”

Consumer's attitude to receive and response to SMS advertising

“…The scales and measures used in this study were adapted or replicated from a variety of related sources (Bamba and Barnes, 2007;Liu et al, 2012;Muk, 2007;Radder et al, 2010;Rettie et al, 2005;Zhang and Mao, 2008). Careful attention has been paid in designing the instrument especially in the wording used and ordering of the questions.…”