Martínez-Ruiz María Pilar, Izquierdo-Yusta Alicia, Olarte-Pascual Cristina, Reinares-Lara Eva
Department of Business Administration, University of Castilla-La Mancha Albacete, Spain.
Department of Business Administration, University of Burgos Burgos, Spain.
Front Psychol. 2017 Jan 3;7:2018. doi: 10.3389/fpsyg.2016.02018. eCollection 2016.
Research into permission-based mobile marketing is increasingly common due to the widespread adoption of mobile technology and its use as a communication channel. Yet few studies have attempted to analyze the factors that determine attitudes toward mobile advertising while simultaneously considering: the links among them and consumers' intentions, behavior, and/or cognitive and affective variables simultaneously. The present research therefore sought to deepen understanding of the antecedents and consequences of attitudes toward permission-based mobile advertising. More specifically, it sought to identify the antecedents of attitudes toward mobile advertising and the bridges between these attitudes and consumers' intentions upon receiving advertising on their mobile devices. To this end, a causal model was proposed and tested with a sample of 612 mobile phone users that was collected from a panel of Spanish adults who receive advertising on their mobile phones in the form of SMS text messages. The structural model used was validated using the partial least squares (PLS) regression technique. The results show that the greatest influence was that exerted by positive emotions on feelings, suggesting that positive emotions have an indirect effect on attitude toward mobile advertising. This influence was even greater than their direct effect. Another important, though less powerful, effect was the influence of attitude on behavioral intentions to receive mobile advertising. In contrast, the influence of cognitive variables on attitude was less relevant.
由于移动技术的广泛应用及其作为一种沟通渠道的使用，基于许可的移动营销研究越来越普遍。然而，很少有研究试图分析决定对移动广告态度的因素，同时考虑：它们之间的联系以及消费者的意图、行为和/或认知与情感变量。因此，本研究旨在加深对基于许可的移动广告态度的前因后果的理解。更具体地说，它试图确定对移动广告态度的前因，以及这些态度与消费者在移动设备上接收广告时的意图之间的桥梁。为此，提出了一个因果模型，并对从一组接收短信形式移动广告的西班牙成年人群体中收集的612名手机用户样本进行了测试。所使用的结构模型通过偏最小二乘法（PLS）回归技术进行了验证。结果表明，最大的影响是积极情绪对感受的影响，这表明积极情绪对移动广告态度有间接影响。这种影响甚至大于它们的直接影响。另一个重要但影响力较小的影响是态度对接收移动广告行为意图的影响。相比之下，认知变量对态度的影响不太显著。
