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Mobile Electronic Commerce by June Wei

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395
chapter nineteen
Success factors inuencing
consumers’ willingness to
purchase brands advertised
through the mobile phone
Carla Ruiz-Mafe, Inés Küster Boluda,
and Christian Damián García
19.1 Introduction
The rapid diffusion of mobile phones throughout the world is changing
the way consumers live, work, and interact with one another (Leong etal.
2013). In fact, the widespread use of social networking site mobile applica-
tions is a signicant indicator of mobile addiction (Salehan and Negahban
2013). Technological developments in the mobile telephony industry,
together with an integration with other devices like tablets and laptops
Contents
19.1 Introduction ........................................................................................... 395
19.2 Factors inuencing consumerwillingness to purchase brands
advertisedthrough the mobile phone ............................................... 397
19.2.1 Utilitarian antecedents ............................................................. 398
19.2.1.1 Direct discounts ......................................................... 398
19.2.1.2 Information content ................................................... 399
19.2.1.3 Credibility ................................................................... 399
19.2.2 Hedonic antecedents ................................................................400
19.2.2.1 Attitude toward mobile advertising ........................400
19.2.2.2 Entertainment .............................................................400
19.3 Case study: Mobile advertisingadoption by Spanish mobile users ... 401
19.3.1 Methodology ............................................................................. 401
19.3.2 Results ........................................................................................ 403
19.4 Conclusions and implications ............................................................. 406
References ........................................................................................................407
396 Mobile Electronic Commerce
and increasing use by consumers, are making the medium increasingly
signicant for the strategic planning of rms’ marketing communications.
With a worldwide penetration rate of 96% by 2013 (International
Telecommunication Union 2013), mobile phones have become the most
ubiquitous of all technologies. This rapid proliferation of mobile phones
along with their technological development has created a whole new
channel for advertising (Saadeghvaziri and Seyedjavadain 2011).
The use of mobile phones as a communication channel has trans-
formed the way consumers process advertising. Being able to receive
mobile advertising at the right time and place can increase consumers’
receptivity to promotions that arrive on their mobile phones. The increas-
ing role of mobile phones in consumers’ everyday lives has led to continu-
ous growth in mobile advertising budgets as marketers realize that being
connected all the time and everywhere through mobile phones represents
a great opportunity to advertise their products or services, build and
develop customer relationships, and receive direct responses from those
customers (Google 2012, Martí etal. 2013).
As a consequence of marketers’ interest, it is anticipated that 20.6 bil-
lion dollars per annum will be spent on mobile advertising worldwide by
2015 (Gartner 2011). In 2011 alone, mobile advertising expenditure increased
by 358% in Europe and by 722% in Spain (Inmobi 2012). The study Mobile
media: consumer insights across Europe by IAB Europe (2011) conducted in
19 European countries indicates that two out of three mobile Internet users
are interested in advertising formats in this medium. With the proliferation
of display campaigns, geolocation marketing, and couponing, mobile phones
are becoming consolidated in the European market as an effective channel
for brands to relate with their potential customers. Hence, the importance
of understanding the factors can help marketing managers to improve the
effectiveness of their mobile marketing campaigns (IAB Europe 2011).
Mobile advertising allows consumers to access advertising messages at
their convenience. When receiving mobile advertising messages, consum-
ers can read them, eliminate them, or purchase the brands advertised. So
factors leading to mobile advertising acceptance can be considered to play
a key role in the success of mobile advertising (Martí etal. 2013). Although
rms are making increasingly signicant investments in mobile marketing,
the nature and implications of this channel are still not fully understood,
and studies are needed to generate an understanding of how their effec-
tiveness can be improved (Bauer etal. 2005, Wei 2008, Bellman etal. 2011,
Yang etal. 2013). The reviews by Varnali and Toker (2010) and Shankar and
Balasubramanian (2009) show signicant gaps in this area of study. Previous
research (Yang et al. 2013) shows that responses to mobile advertising
depend on a two-dimensional structure of attitudes: technology-based eval-
uations (utilitarian considerations) and emotion-based evaluations (hedonic
considerations). Mobile advertising is affected both by the characteristics of

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