Multivariate Statistical Methods: A First Course
Multivariate Statistical Methods: A First Course
Building customer trust in mobile commerce
Communications of the ACM - Digital rights management
Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior
Information Systems Research
An Investigation and Conceptual Model of SMS Marketing
HICSS '04 Proceedings of the Proceedings of the 37th Annual Hawaii International Conference on System Sciences (HICSS'04) - Track 1 - Volume 1
Piercing the Fog of Mobile Advertising
ICMB '07 Proceedings of the International Conference on the Management of Mobile Business
Consumer Attitudes Toward Mobile Advertising: An Empirical Study
International Journal of Electronic Commerce
Factors influencing consumers' willingness to accept mobile advertising: a conceptual model
International Journal of Mobile Communications
Determinants of customer acceptance of mobile payment systems
International Journal of Electronic Finance
Impact of demographics on online buying behaviour towards different products
International Journal of Electronic Finance
Diffusion and success factors of mobile marketing
Electronic Commerce Research and Applications
Mobile development environments for electronic finance
International Journal of Electronic Finance
Socioeconomic dynamics of multiple mobile phone (M²P) usage and communication in Ota, Nigeria
International Journal of Electronic Finance
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This research aims to establish how attitudes towards mobile advertising ultimately influences purchase intention. A conceptual model was developed, linking the constructs attitudes, attention, involvement and purchase intention in the context of mobile advertising. The model was tested with a sample of 250 young adults using Partial Least Squares (PLS) analysis. Findings indicated that a positive relationship exists between a consumer's attitude towards mobile advertising and his or her purchase intention. However, this relationship was found to be partially mediated by the attention that a consumer pays to the mobile advertisement, as well as his or her involvement in it.