Mobile advertising in different stages of development: A cross-country comparison of consumer attitudes

Parissa Haghirian, Maria Madlberger, Akihiro Inoue

Research output: Chapter in Book/Report/Conference proceedingConference contribution

15 Citations (Scopus)

Abstract

Mobile technologies imply many opportunities for marketing, in particular a direct communication with consumers without time or location barriers. However, some aspects of mobile marketing such as mobile advertising still require further research. The diffusion of mobile technologies is considered a factor that may impact consumers' perceptions and behavior. Consumer attitudes toward mobile advertising are an important issue, but little is known about the role of m-commerce diffusion in attitude formation. Consumer attitudes toward mobile advertising may therefore differ across countries. This paper investigates whether consumers in more advanced markets concerning m-commerce show a different attitude toward mobile advertising than consumers in less developed markets. We present two empirical studies conducted in Japan and Austria. The results indicate that entertainment and informativeness are significant antecedents in both samples, but with different strengths of relationship.

Original languageEnglish
Title of host publicationProceedings of the 41st Annual Hawaii International Conference on System Sciences 2008, HICSS
DOIs
Publication statusPublished - 2008 Sep 16
Event41st Annual Hawaii International Conference on System Sciences 2008, HICSS - Big Island, HI, United States
Duration: 2008 Jan 72008 Jan 10

Publication series

NameProceedings of the Annual Hawaii International Conference on System Sciences
ISSN (Print)1530-1605

Other

Other41st Annual Hawaii International Conference on System Sciences 2008, HICSS
CountryUnited States
CityBig Island, HI
Period08/1/708/1/10

ASJC Scopus subject areas

  • Engineering(all)

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