Factors Affecting Attitudes and Behavioral Intentions Toward In-app Mobile Advertisements

Abstract

Mobile apps show a heavy usage pattern and compelling growth figures. This study seeks to examine consumers' attitudes toward in-mobile advertisements in terms of mobile advertising value. The samples are from the United Kingdom (UK) and India because the nationals of these countries exhibit a high degree of dissimilarity in a number of Hofstede's cultural dimensions. The findings suggest that factors such as perceived entertainment, credibility and information significantly improve attitudes toward in-app advertisements, and that the effectiveness of these advertisements is based on cultural differences. The participants from India exhibited more positive attitudes toward in-app advertisements than their counterparts from the UK. The entertainment factor had a greater impact on Indian, while credibility and information had a more significant impact on smartphone users from the UK.

The Effects of Mobile Advertising Alerts and Perceived Value on Continuance Intention for Branded Mobile Apps

“…More and more consumers are carrying smartphones, which increasingly receive compelling offers that instantaneously pop up on their screens. Mobile advertising alerts allow marketers to deliver ads and coupons through branded mobile apps customised to individual consumers' preferences, geographic location and the time of day; this increases the impact of in-app advertising [75]. Ref.…”

Receiving and Action Oriented Attitude of the Youth Towards Mobile Marketing: A Transitional Economy Perspective

“…Other researchers posited that credibility has a positive relationship with advertising value (Liu et al, 2012), and attitudes towards online, traditional and mobile advertisements (Xu, 2006). Sigurdsson et al, (2017) found that credibility is related to attitudes in advanced countries but not necessarily in emerging countries. Trust is closer to credibility and is one the most important components worth considering in mobile marketing.…”

Pengaruh Persepsi Keinformatifan, Harga, Kegunaan, Dan Kemudahan Penggunaan Terhadap Minat Pembelian Ulang Konsumen Go-Food

“…Keinformatifan dapat meningkatkan pengetahuan dan pemahaman serta memuaskan kebutuhan kognitif konsumen akan informasi produk atau layanan yang diberikan. Kualitas informasi telah terbukti berdampak besar terhadap estimasi jumlah konsumen yang berpengaruh nyata pada kepercayaan konsumen terhadap suatu perusahaan (Sigurdsson et al 2018). Informasi juga didefinisikan sebagai suatu instrumen yang dapat membantu konsumen memahami suatu produk yang bersifat persuasif sehingga konsumen dapat dengan mudah menggunakan produk tersebut (Hendraningtiyas & Soediono, 2015).…”

“…38.64% responden laki-laki menyatakan persetujuannya bahwa kelengkapan fitur informasi pada aplikasi Go-Food lebih baik (skor rata-rata 4.06). Dari hasil tersebut dapat dikatakan bahwa persepsi keinformatifan dapat meningkatkan pengetahuan serta memuaskan kebutuhan kognitif konsumen akan informasi produk atau layanan yang diberikan (Sigurdsson et al 2018).…”