Cognitive-affective model of acceptance of mobile phone advertising

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Technická Univerzita v Liberci
Technical university of Liberec, Czech Republic
There are high expectations for mobile phone marketing and mobile advertising. In various European markets, such as the United Kingdom, Spain and Italy, mobile marketing campaigns have registered response rates of up to 47% among their target audience. The main aim of this paper is to validate a cognitive-affective model of acceptance of mobile phone advertising that integrates the utilitarian perspective through the technology acceptance model, the affective dimension through emotions, and the moderating role of the normative reference group (NRG). This model was tested with structural equation modelling in a sample of 612 individuals (R2 of 82.4%). To analyse the moderating effect of the NRG, a sequential cluster analysis was applied, generating two groups of users: independent and influenced. A multi-sample analysis was then performed. The results showed the advisability of considering attitudes towards mobile advertising to be a variable shaped by conceptually complementary cognitive (perceived usefulness and perceived ease of use) and affective dimensions (positive emotions and negative emotions). Positive emotions had the strongest effect on the formation of this attitude. Negative emotions and cognitive dimensions had a few effect for the acceptance of mobile advertising. With regard to the moderating role of the NRG, among independent users, positive emotions affected the attitude more intensely and a stronger positive relationship was found between this attitude and the intention to receive advertising. No differences were found between independent users and users influenced by their NRGs with regard to the formation of attitudes due to ease of use, perceived usefulness or negative emotions. The paper thus provides a comprehensive analysis of the acceptance of mobile advertising that integrates both cognitive-affective views and the moderating role of the NRG with implications for management.
mobile advertising, attitudes, perceived usefulness, ease of use, reference group, emotions