Factors Affecting Users' Purchase Intention and Attitudes towards Mobile Advertising
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Summary
It is found that perceived ease of use, perceived usefulness, positive emotions, and negative emotions affect the user's attitude towards mobile advertising, and attitude also has an effect on user's purchase intention on advertised products or services.
- Type
- article
- Published
- 2018-11-01
- Cited by
- 1
- References
- 29
- OpenAlex
- https://openalex.org/W2997317046
- Semantic Scholar
- https://api.semanticscholar.org/CorpusID:216808804
Keywords
Advertising, Business, Psychology, Internet privacy, Marketing
References
- Consumer Attitudes Toward Mobile Advertising: An Empirical Study
- PLS-SEM: Indeed a Silver Bullet
- A meta-analysis of mobile commerce adoption and the moderating effect of culture
- A Conceptual Model of User Adoption of Mobile Advertising
- Research Advances in Mobile Advertising Areas
- Emotional Factors in Advertising Via Mobile Phones
- Mobile advertising: The influence of emotional attachment to mobile devices on consumer receptiveness
- Attitudes toward mobile advertising among users versus non-users of the mobile Internet
- What drives Malaysian m-commerce adoption? An empirical analysis
- Technology Acceptance and Purchase Intention towards Movie Mobile Advertising among Youth in Malaysia
- Forced Exposure and Psychological Reactance: Antecedents and Consequences of the Perceived Intrusiveness of Pop-Up Ads
- Key factors of teenagers' mobile advertising acceptance
- Mobile commerce user acceptance study in China: A revised UTAUT model
- Why young consumers are not open to mobile marketing communication
- Mobile-phone users’ attitudes towards’ mobile commerce & services in the Gulf Cooperation Council countries: Case study
- Consumer Attitude towards M-Commerce: The Perceived Level of Security and the Role of Trust
- Acceptance of mobile advertising by consumers in public service institutions in Lagos, Nigeria
- Mobile Advertising: A Framework and Research Agenda
- Cognitive-affective model of acceptance of mobile phone advertising
- How smartphone advertising influences consumers' purchase intention
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