The Impact of Mobile Advertising on Consumers' Purchase Intention: The Role of Consumer Innovativeness (CROSBI ID 697779)
Neobjavljeno sudjelovanje sa skupa | neobjavljeni prilog sa skupa | međunarodna recenzija
Podaci o odgovornosti
Anić, Ivan-Damir ; Kursan Milaković, Ivana ; Mihić, Mirela, Corrocher, Nicoletta
engleski
The Impact of Mobile Advertising on Consumers' Purchase Intention: The Role of Consumer Innovativeness
This paper examines the impact of m-advertising on consumer purchases, considering consumer innovativeness as a moderator. The data collected from real shoppers and users of mobile devices in Croatia were analysed using structural equation modelling (SEM). The findings indicate that personalisation, safety and privacy m-experiences positively influence purchase intention. The attitudes towards m-advertising do not influence purchase intention directly, but consumer innovativeness moderates this relationship, indicating its importance. In their m-advertising campaigns, marketers might target innovative consumers, provide clear privacy policies, follow consumers’ preferences, and design mobile-friendly webpages, pleasing and entertaining advertisements to increase the chances of m-purchases.
Mobile advertising ; mobile shopping ; consumer innovativness
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Podaci o prilogu
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Podaci o skupu
the EMAC 2020 Regional Conference
predavanje
16.09.2020-19.09.2020
Zagreb, Hrvatska; online