Do affective variables make a difference in consumers behavior toward mobile advertising?

  1. Martínez-Ruiz, M.P. 3
  2. Izquierdo-Yusta, A. 2
  3. Olarte-Pascual, C. 4
  4. Reinares-Lara, E. 1
  1. 1 Universidad Rey Juan Carlos
    info

    Universidad Rey Juan Carlos

    Madrid, España

    ROR https://ror.org/01v5cv687

  2. 2 Universidad de Burgos
    info

    Universidad de Burgos

    Burgos, España

    ROR https://ror.org/049da5t36

  3. 3 Universidad de Castilla-La Mancha
    info

    Universidad de Castilla-La Mancha

    Ciudad Real, España

    ROR https://ror.org/05r78ng12

  4. 4 Universidad de La Rioja
    info

    Universidad de La Rioja

    Logroño, España

    ROR https://ror.org/0553yr311

Revista:
Frontiers in Psychology

ISSN: 1664-1078

Año de publicación: 2017

Volumen: 7

Número: JAN

Tipo: Artículo

DOI: 10.3389/FPSYG.2016.02018 SCOPUS: 2-s2.0-85011985255 WoS: WOS:000391043700001 GOOGLE SCHOLAR

Otras publicaciones en: Frontiers in Psychology

Resumen

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. © 2017 Martínez-Ruiz, Izquierdo-Yusta, Olarte-Pascual and Reinares-Lara.