Toward a model for the role of product involvement in the effect of mobile advertising features

Tien Wang, Ralph Keng Jung Yeh, Trung Dam Huy Thai

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

Mobile advertising has received considerable attention in recent studies. Previous research suggests a number of factors influencing the attitude of consumers toward mobile advertising, but the gap between the favorable attitude toward mobile advertising and product purchase intention has received less attention. To fill this research gap, this study aims to construct a research model with five mobile advertisement characteristics as antecedents that influence consumer attitude toward mobile advertising, which directly and indirectly affects buying intention. Furthermore, product involvement is proposed to alter the effect of attitude on mobile advertising relative to purchasing intention. Considering these objectives, this study contributes to existing literature in two ways. First, a theory-driven research framework with five influential advertisement features is proposed to directly influence customers' attitude toward mobile advertising and to indirectly affect the ultimate consumption decision. Thus, the relative strength of each advertisement feature can be compared. Second, product involvement is proposed to serve as a moderator of the hypothesized relationships in the model, thus extending the literature on mobile advertising. Research methodologies and intended managerial contributions are also discussed.

Original languageEnglish
Title of host publicationPacific Asia Conference on Information Systems, PACIS 2016 - Proceedings
PublisherPacific Asia Conference on Information Systems
ISBN (Electronic)9789860491029
Publication statusPublished - 2016 Jan 1
Event20th Pacific Asia Conference on Information Systems, PACIS 2016 - Chiayi, Taiwan
Duration: 2016 Jun 272016 Jul 1

Publication series

NamePacific Asia Conference on Information Systems, PACIS 2016 - Proceedings

Other

Other20th Pacific Asia Conference on Information Systems, PACIS 2016
CountryTaiwan
CityChiayi
Period16-06-2716-07-01

All Science Journal Classification (ASJC) codes

  • Information Systems

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