Cognitive-affective model of acceptance of mobile phone advertising

Simple item page
dc.contributor.authorOlarte-Pascual, Cristina
dc.contributor.authorPelegrín-Borondo, Jorge
dc.contributor.authorReinares-Lara, Eva
dc.contributor.otherEkonomická fakultacs
dc.date.accessioned2016-12-05
dc.date.available2016-12-05
dc.date.issued2016-12-05
dc.description.abstractThere 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.en
dc.format.extent134-148 s.cs
dc.identifier.doi10.15240/tul/001/2016-4-010
dc.identifier.eissn2336-5604
dc.identifier.issn1212-3609
dc.identifier.urihttps://dspace.tul.cz/handle/15240/19274
dc.language.isoen
dc.publisherTechnická Univerzita v Libercics
dc.publisherTechnical university of Liberec, Czech Republicen
dc.publisher.abbreviationTUL
dc.relation.isbasedonAjzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. doi:10.1016/0749-5978(91)90020-T.
dc.relation.isbasedonAnderson, J. C., & Gerbing, D. W. (1988). Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach. Psychological Bulletin, 103(3), 411-423. doi:10.1037/0033-2909.103.3.411.
dc.relation.isbasedonBagozzi, R. P. (2000). On the concept of intentional social action in consumer behavior. Journal of Consumer Research, 27(3), 388-396. doi:10.1086/317593.
dc.relation.isbasedonBagozzi, R. P., Gopinath, M., & Nyer, P. U. (1999). The role of emotions in marketing. Journal of the Academy of Marketing Science, 27(2), 184-206. doi:10.1177/0092070399272005.
dc.relation.isbasedonBagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94. doi:10.1007/BF02723327.
dc.relation.isbasedonBamba, F., & Barnes, S. J. (2007). SMS advertising, permission and the consumer: A study. Business Process Management Journal, 13(6), 815-829. doi:10.1108/14637150710834578.
dc.relation.isbasedonBarwise, P., & Strong, C. (2002). Permission-based mobile advertising. Journal of Interactive Marketing, 16(1), 14-24. doi:10.1002/dir.10000.
dc.relation.isbasedonBauer, H. H., Barnes, S. J., Reichardt, T., & Neumann, M. M. (2005). Driving consumer acceptance of mobile marketing: A theoretical framework and empirical study. Journal of Electronic Commerce Research, 6(3), 181-192.
dc.relation.isbasedonBoehner, K., DePaula, R., Dourish, P., & Sengers, P. (2007). How emotion is made and measured. International Journal of Human Computer Studies, 65(4), 275-291. doi:10.1016/j.ijhcs.2006.11.016.
dc.relation.isbasedonCarroll, A., Barnes, S., & Scornavacca, E. (2005). Consumers perceptions and attitudes towards SMS mobile marketing in New Zealand. In W. Brookes, E. Lawrence, R. Steele, & E. Chang (Eds.), International Conference on Mobile Business. ICMB 2005. Los Alamitos, CA: IEEE Computer Society. doi:10.1109/ICMB.2005.30.
dc.relation.isbasedonChilders, T., & Rao, A. (1992). The Influence of Familial and Peer-Based Reference Groups on Consumer Decisions. Journal of Consumer Research, 19(2), 198-211. doi:10.1086/209296.
dc.relation.isbasedonChoi, Y. K., Hwang, J.-S., & McMillan, S. J. (2008). Gearing up for mobile advertising: A cross-cultural examination of key factors that drive mobile messages home to consumers. Psychology and Marketing, 25(8), 756-768. doi:10.1002/mar.20237.
dc.relation.isbasedonCohen, J. B., Pham, M. T., & Andrade, E. B. (2008). The nature and role of affect in consumer behavior. Handbook of Consumer Psychology, 297-348.
dc.relation.isbasedonDavis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly: Management Information Systems, 13(3), 319-339. doi:10.2307/249008.
dc.relation.isbasedonDean, M., Raats, M. M., & Shepherd, R. (2008). Moral concerns and consumer choice of fresh and processed organic foods. Journal of Applied Social Psychology, 38(8), 2088-2107. doi:10.1111/j.1559-1816.2008.00382.x.
dc.relation.isbasedonFishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
dc.relation.isbasedonFitzgerald, J. L., & Arndt, S. (2002). Reference group influence on adolescent alcohol use. Journal of Alcohol and Drug Education, 47(2), 42-56.
dc.relation.isbasedonHair, J. F., Anderson, R., Tatham, R., & Blanck, W. (1999). Análisis multivariante (5th ed.). Madrid: Prentice Hall Iberia.
dc.relation.isbasedonIAB Spain Research. (2012). IV Estudio IAB Spain sobre Mobile Marketing: Informe de Resultados. Retrieved from http://www.iabspain.net/wp-content/uploads/downloads/2012/09/IV-Estudio-IAB-Spain-sobre-Mobile-Marketing-Versi%C3%B3n-Completa.pdf.
dc.relation.isbasedonInfoadex. (2014). Estudio Infoadex de la inversión publicitaria en España 2014. Madrid: Infoadex.
dc.relation.isbasedonJaccard, J., & Wan, C. K. (1996). LISREL approaches to interaction effects in multiple regression Sage.
dc.relation.isbasedonJayawardhena, C., Kuckertz, A., Karjaluoto, H., & Kautonen, T. (2009). Antecedents to permission based mobile marketing: An initial examination. European Journal of Marketing, 43(3-4), 473-499. doi:10.1108/03090560910935541.
dc.relation.isbasedonKarjaluoto, H., Lehto, H., Leppäniemi, M., & Jayawardhena, C. (2008). Exploring gender influence on customer's intention to engage permission‐based mobile marketing. Electronic Markets, 18(3), 242-259.
dc.relation.isbasedonKhalifa, M., & Shen, K. N. (2008). Explaining the adoption of transactional B2C mobile commerce. Journal of Enterprise Information Management, 21(2), 110-124. doi:10.1108/17410390810851372.
dc.relation.isbasedonKolsaker, A., & Drakatos, N. (2009). Mobile advertising: The influence of emotional attachment to mobile devices on consumer receptiveness. Journal of Marketing Communications, 15(4), 267-280. doi:10.1080/13527260802479664.
dc.relation.isbasedonLee, S.-F., Tsai, Y.-C., & Jih, W.-J. (2006). An empirical examination of customer perceptions of mobile advertising. Information Resources Management Journal, 19(4), 39-55. doi:10.4018/irmj.2006100103.
dc.relation.isbasedonLerner, J. S., Han, S., & Keltner, D. (2007). Feelings and consumer decision making: Extending the appraisal-tendency framework. Journal of Consumer Psychology, 17(3), 184-187. doi:10.1016/S1057-7408(07)70023-2.
dc.relation.isbasedonLevav, J., & McGraw, A. P. (2009). Emotional accounting: How feelings about money influence consumer choice. Journal of Marketing Research, 46(1), 66-80. doi:10.1509/jmkr.46.1.66.
dc.relation.isbasedonLópez-Nicolás, C., Molina-Castillo, F., & Bouwman, H. (2008). An assessment of advanced mobile services acceptance: Contributions from TAM and diffusion theory models. Information and Management, 45(6), 359-364. doi:10.1016/j.im.2008.05.001.
dc.relation.isbasedonLu, J., Yao, J. E., & Yu, C.-S. (2005). Personal innovativeness, social influences and adoption of wireless Internet services via mobile technology. Journal of Strategic Information Systems, 14(3), 245-268. doi:10.1016/j.jsis.2005.07.003.
dc.relation.isbasedonMacKenzie, S. B., Podsakoff, P. M., & Jarvis, C. B. (2005). The problem of measurement model misspecification in behavioral and organizational research and some recommended solutions; 16060788. Journal of Applied Psychology, 90(4), 710-730. doi:10.1037/0021-9010.90.4.710.
dc.relation.isbasedonMano, H. (2004). Emotion and consumption: Perspectives and issues. Motivation and Emotion, 28(1), 107-120. doi:10.1023/B:MOEM.0000027280.10731.76.
dc.relation.isbasedonMiguel-Dávila, J. -., López, D., & De Pablos-Heredero, C. (2012). Open business models in systemic contexts: The case of the mobile phone industry. Universia Business Review, 36, 48-62.
dc.relation.isbasedonMMA Mobile Marketing Association. (2012). 5º Estudio de Inversión en Marketing y Publicidad Móvil España. Spain: Mobile Marketing Association.
dc.relation.isbasedonMuk, A., & Babin, B. J. (2006). US consumers’ adoption–non-adoption of mobile SMS advertising. International Journal of Mobile Marketing, 1(1), 21-29.
dc.relation.isbasedonOkazaki, S., Katsukura, A., & Nishiyama, M. (2007). How mobile advertising works: The role of trust in improving attitudes and recall. Journal of Advertising Research, 47(2), 165-178. doi:10.2501/S0021849907070195.
dc.relation.isbasedonO'Neill, R. M., & Lambert, D. R. (2001). The emotional side of price. Psychology and Marketing, 18(3), 217-237. doi:10.1002/1520-6793(200103)18:3<217
dc.relation.isbasedonPark, T., & Salvendy, G. (2012). Emotional Factors in Advertising Via Mobile Phones. International Journal of Human-Computer Interaction, 28(9), 597-612. doi:10.1080/10447318.2011.641899.
dc.relation.isbasedonPeter, J., & Olson, J. (2005). Consumer behaviour and marketing strategy. UK: McGraw-Hill.
dc.relation.isbasedonRohm, A. J., & Sultan, F. (2006). An exploratory cross-market study of mobile marketing acceptance. International Journal of Mobile Marketing, 1(1), 4-12.
dc.relation.isbasedonRussell, J. A. (2003). Core Affect and the Psychological Construction of Emotion. Psychological Review, 110(1), 145-172. doi:10.1037//0033-295X.110.1.145.
dc.relation.isbasedonScherer, K. R. (2001). Emotions, Psychological Structure of. In N. J. Smelser, & P. B. Baltes (Eds.), International Encyclopedia of the Social and Behavioral Sciences. (pp. 4472-4477). Oxford: Pergamon.
dc.relation.isbasedonScherer, K. R. (2005). What are emotions? And how can they be measured? Social Science Information, 44(4), 695-729. doi:10.1177/0539018405058216.
dc.relation.isbasedonSchwarz, N. (2000). Emotion, cognition, and decision making. Cognition and Emotion, 14(4), 433-440. doi:10.1080/026999300402745.
dc.relation.isbasedonSoroa-Koury, S., & Yang, K. C. C. (2010). Factors affecting consumers' responses to mobile advertising from a social norm theoretical perspective. Telematics and Informatics, 27(1), 103-113. doi:10.1016/j.tele.2009.06.001.
dc.relation.isbasedonTsang, M. M., Ho, S.-C., & Liang, T.-P. (2004). Consumer attitudes toward mobile advertising: An empirical study. International Journal of Electronic Commerce, 8(3), 65-78.
dc.relation.isbasedonvan Waterschoot, W., Kumar Sinha, P., Van Kenhove, P., & De Wulf, K. (2008). Consumer learning and its impact on store format selection. Journal of Retailing and Consumer Services, 15(3), 194-210. doi:10.1016/j.jretconser.2007.03.005.
dc.relation.isbasedonVenkatesh, V., & Davis, F. D. (2000). Theoretical extension of the Technology Acceptance Model: Four longitudinal field studies. Management Science, 46(2), 186-204. doi:10.1287/mnsc.46.2.186.11926.
dc.relation.isbasedonVincent, J. (2005). Emotional attachment and mobile phones. In P. Glotz, S. Bertschi, & C. Locke (Eds.), Thumb Culture. The Meaning of Mobile Phones for Society (pp. 95-104). Bielefeld: Transcript.
dc.relation.isbasedonWhite, C., & Yu, Y. (2005). Satisfaction emotions and consumer behavioral intentions. Journal of Services Marketing, 19(6), 411-420. doi:10.1108/08876040510620184.
dc.relation.isbasedonXu, D. J. (2006). The influence of personalization in affecting consumer attitudes toward mobile advertising in China. Journal of Computer Information Systems, 47(2), 9-19.
dc.relation.isbasedonXu, D. J., Liao, S. S., & Li, Q. (2008). Combining empirical experimentation and modeling techniques: A design research approach for personalized mobile advertising applications. Decision Support Systems, 44(3), 710-724. doi:10.1016/j.dss.2007.10.002.
dc.relation.isbasedonYang, B., Kim, Y., & Yoo, C. (2013). The integrated mobile advertising model: The effects of technology- and emotion-based evaluations. Journal of Business Research, 66(9), 1345-1352. doi:10.1016/j.jbusres.2012.02.035.
dc.relation.isbasedonZhang, J., & Mao, E. (2008). Understanding the acceptance of mobile SMS advertising among young Chinese consumers. Psychology and Marketing, 25(8), 787-805. doi:10.1002/mar.20239.
dc.relation.isbasedonZielke, S. (2011). Integrating emotions in the analysis of retail price images. Psychology and Marketing, 28(4), 330-359. doi:10.1002/mar.20355.
dc.relation.ispartofEkonomie a Managementcs
dc.relation.ispartofEconomics and Managementen
dc.relation.isrefereedtrue
dc.rightsCC BY-NC
dc.subjectmobile advertisingen
dc.subjectattitudesen
dc.subjectperceived usefulnessen
dc.subjectease of useen
dc.subjectreference groupen
dc.subjectemotionsen
dc.subject.classificationM3
dc.titleCognitive-affective model of acceptance of mobile phone advertisingen
dc.typeArticleen
local.accessopen
local.citation.epage148
local.citation.spage134
local.facultyFaculty of Economics
local.fulltextyes
local.relation.abbreviationE&Men
local.relation.abbreviationE+Mcs
local.relation.issue4
local.relation.volume19
Files
Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
EM_4_2016_10.pdf
Size:
2.15 MB
Format:
Adobe Portable Document Format
Description:
článek
Download
Collections
Číslo 4