A research to identify the relationship between consumers' attitude and mobile advertising

Maidul Islam; Mincheol Kang; Sung Byung Yang

A research to identify the relationship between consumers' attitude and mobile advertising

Maidul Islam, Mincheol Kang, Sung Byung Yang

Research output: Contribution to conference › Paper › peer-review

4 Citations (Scopus)

Abstract

This present study aims to investigate the relationships between mobile advertising characteristics and consumers' attitude towards mobile advertising (ATMA). Based on prior literature, a conceptual model was developed to identify factors affecting consumers' ATMA. 364 samples from Korea, India, and China were collected through online and offline questionnaire and five hypotheses were tested, using hierarchical regression analysis (HRA). Among the key findings, informativeness and credibility had significant impacts on ATMA where as other factors such as entertainment, irritation, and interactivity were not statistically significant.

Original language	English
Publication status	Published - 2013
Event	17th Pacific Asia Conference on Information Systems, PACIS 2013 - Jeju Island, Korea, Republic of Duration: 18 Jun 2013 → 22 Jun 2013

Conference

Conference	17th Pacific Asia Conference on Information Systems, PACIS 2013
Country/Territory	Korea, Republic of
City	Jeju Island
Period	18/06/13 → 22/06/13

Keywords

Consumer attitude
Credibility
Entertainment
Informativeness
Interactivity
Irritation
Mobile advertising

Cite this

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title = "A research to identify the relationship between consumers' attitude and mobile advertising",

abstract = "This present study aims to investigate the relationships between mobile advertising characteristics and consumers' attitude towards mobile advertising (ATMA). Based on prior literature, a conceptual model was developed to identify factors affecting consumers' ATMA. 364 samples from Korea, India, and China were collected through online and offline questionnaire and five hypotheses were tested, using hierarchical regression analysis (HRA). Among the key findings, informativeness and credibility had significant impacts on ATMA where as other factors such as entertainment, irritation, and interactivity were not statistically significant.",

keywords = "Consumer attitude, Credibility, Entertainment, Informativeness, Interactivity, Irritation, Mobile advertising",

author = "Maidul Islam and Mincheol Kang and Yang, {Sung Byung}",

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TY - CONF

T1 - A research to identify the relationship between consumers' attitude and mobile advertising

AU - Islam, Maidul

AU - Kang, Mincheol

AU - Yang, Sung Byung

PY - 2013

Y1 - 2013

N2 - This present study aims to investigate the relationships between mobile advertising characteristics and consumers' attitude towards mobile advertising (ATMA). Based on prior literature, a conceptual model was developed to identify factors affecting consumers' ATMA. 364 samples from Korea, India, and China were collected through online and offline questionnaire and five hypotheses were tested, using hierarchical regression analysis (HRA). Among the key findings, informativeness and credibility had significant impacts on ATMA where as other factors such as entertainment, irritation, and interactivity were not statistically significant.

AB - This present study aims to investigate the relationships between mobile advertising characteristics and consumers' attitude towards mobile advertising (ATMA). Based on prior literature, a conceptual model was developed to identify factors affecting consumers' ATMA. 364 samples from Korea, India, and China were collected through online and offline questionnaire and five hypotheses were tested, using hierarchical regression analysis (HRA). Among the key findings, informativeness and credibility had significant impacts on ATMA where as other factors such as entertainment, irritation, and interactivity were not statistically significant.

KW - Consumer attitude

KW - Credibility

KW - Entertainment

KW - Informativeness

KW - Interactivity

KW - Irritation

KW - Mobile advertising

UR - http://www.scopus.com/inward/record.url?scp=84928473969&partnerID=8YFLogxK

M3 - Paper

AN - SCOPUS:84928473969

T2 - 17th Pacific Asia Conference on Information Systems, PACIS 2013

Y2 - 18 June 2013 through 22 June 2013

ER -

A research to identify the relationship between consumers' attitude and mobile advertising

Abstract

Conference

Keywords

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