Malaysian consumers' attitude towards mobile advertising and its impact on purchase intention.

摘要

The recent development of a global telecommunication technology provides a new mechanism for companies to promote products and services. This modern electronic advertising concept is commercially known as mobile advertising. It offers an alternative approach to reach targeted customers more effectively and build a stronger and more personal relationship with them. Despite its remarkable opportunities claimed by many quarters, the attitude of Malaysian consumers towards mobile advertising must be comprehensively examined. A wise understanding is essential to ensure the effective use of this advertising in the future. This research analyzed the determinants of the consumers' attitude based on three factors namely Advertisement Factors (Entertainment, Informativeness, Credibility, Irritation and Integrativeness), Media Factors (Relative Advantage, Complexity and Compatibility) and Purchase Factors (Products and Services, Price and Timing). The dimension of permission also included to understand its role between the attitude towards mobile advertising and purchase intention. The convenience sampling technique was applied to obtain responses from the mobile phone users throughout Malaysia. Analysis revealed that there was significant relationship between the proposed predictors and the attitude towards mobile advertising. Further analysis also found that the dimension of permission partially mediates the relationship between the attitude towards mobile advertising and purchase intention. The major contribution of this research can be seen from the formation of a mobile advertising purchase intention model. This research is apparently one of the first few attempts that integrate "Purchase Factors" as part of the determinants of the attitude. The inclusion of "Permission" as mediating variable also provides an extension of knowledge to compliment the previous models that examined consumers' purchase behavior. The analysis of Structural Equation Modeling (SEM) confirmed that the research model fits well within the context of Malaysian consumers. Based on its interactive, comprehensive and multidimensional model, this research will narrow down the dearth of mobile advertising literatures while at the same time flourishing the mobile advertising industry in Malaysia.