The influences of advertisement attitude and brand attitude on purchase intention of smartphone advertising
| Pages | 1011-1036 |
| Published date | 10 July 2017 |
| DOI | https://doi.org/10.1108/IMDS-06-2016-0229 |
| Date | 10 July 2017 |
| Author | Eui-Bang Lee,Sang-Gun Lee,Chang-Gyu Yang |
| Subject Matter | Information & knowledge management,Information systems,Data management systems,Knowledge management,Knowledge sharing,Management science & operations,Supply chain management,Supply chain information systems,Logistics,Quality management/systems |
The influences of advertisement
attitude and brand attitude on
purchase intention of
smartphone advertising
Eui-Bang Lee
Department of Business Administration,
Division of Management Information Systems, Sogang Business School,
Sogang University, Seoul, Republic of Korea
Sang-Gun Lee
Department of Business Administration, Sogang University, Seoul,
Republic of Korea, and
Chang-Gyu Yang
Ajou University, Suwon, Republic of Korea
Abstract
Purpose –The purpose of this paper is to examine the purchase intention in the case of smartphone
advertising, which is unlike any other advertising media.
Design/methodology/approach –This study examines the characteristics of recent mobile
advertisements such as brand attitude and context awareness value, which have not been considered in
studies on non-mobile advertisements, to address purchase intention through smartphone advertisements
using structural equation modeling.
Findings –The results are as follows. Together with entertainment, information, irritation, and
personalization in non-mobile advertisements, timing and location in mobile advertisements are the main
factors for establishing consumers’purchase intention. Further, although mobile advertisements’context
awareness value strongly impacts consumers’advertising attitude and brand attitude, purchase intention
receives greater impact from brand attitude than from advertising attitude because the products/services lack
feel and touch.
Originality/value –These results imply that contextual advertising and new technology enabling feel and
touch for products/services can maximize the effect of mobile advertisements.
Keywords Brand attitude, Advertisement value, Advertising attitude, Context awareness value,
Purchase intension
Paper type Research paper
1. Introduction
Along with the rapid spread of smartphones, the global mobile advertising market is entering a
new phase. Global mobile advertising revenue increased from $9.8 billion in 2012 to $13.1 billion
in 2013 and is expected to reach $41.9 billion in 2017 (Gartner, 2014; Lee et al., 2012). On the other
hand, the paper advertising market declined by more than 50 percent between 2009 and 2013,
and its revenue has decreased by more than 66 percent over the past ten years (Kim and Han,
2014). The mobile advertising market –a new advertising channel that uses smartphones to
offer innovative features –is expanding, and mobile advertising is expected to lead the entire
advertising market for a long term. In particular, the mobile communication market in
South Korea has diffused rapidly, with mobile phone penetration exceeding 100 percent in 2010.
The mobile advertising market grew by as much as 184 percent in 2012 (Lee et al., 2014).
Starting with studies using the elaboration likelihood model (ELM), research on
advertising attitude has covered several issues. Ducoffe (1995) attempted to improve the
Industrial Management & Data
Systems
Vol. 117 No. 6, 2017
pp. 1011-1036
© Emerald PublishingLimited
0263-5577
DOI 10.1108/IMDS-06-2016-0229
Received 20 June 2016
Revised 22 September 2016
Accepted 27 September 2016
The current issue and full text archive of this journal is available on Emerald Insight at:
www.emeraldinsight.com/0263-5577.htm
1011
Advertisement
attitude and
brand attitude
research, which had thus far failed to offer clear classifications of the impacts and
evaluations of advertisements, by establishing and explaining the concept of advertising
value. The advertising value factors used to identify the characteristics of a new medium
such as smartphones are limited to entertainment, information, and irritation. Due to the
appearance of a new consumption pattern –shopping with smartphones –and the growth
of the mobile advertising market, much of the recent research focuses on mobile
advertisements that utilize smartphone features (Lee et al., 2013; Saadeghvaziri and
Hosseini, 2011; Xu et al., 2009). In examinations of the influence of mobile advertisement
factors that do not occur in non-mobile advertisements, the ones associated with context
awareness during smartphone us e, including personalization ( Al Khasawneh and
Shuhaiber, 2013; Kim and Han, 2014; Lee, 2010; Xu, 2006), location (Lee, 2010; Xu et al.,
2009), and timing (Drossos et al., 2007; Tsang et al., 2004), have attracted most attention.
Much of the research on smartphone advertisements has addressed context awareness, the
process of knowing smartphone users’information in advance and providing expected
services. The research indicates that the context awareness value of smartphones leads
consumers to have a positive attitude toward mobile advertisements. Advertising value, as
suggested by Ducoffe (1995), is limited in its ability to address ELM model factors such
as advertisement perception, mood, and profile. Of particular importance is its failure to
explain mood, which is affected by individual differences and reception contexts when a
smartphone is used as an advertising medium.
However, despite the fact that sales and branding are the purposes of advertising,
previous research on mobile advertising has emphasized only on the influence on sales of
the products/services featured in mobile advertisements (Laudon and Traver, 2013).
Though branding is the main factor in forming purchase intention among consumers who
have been exposed to advertisements, there has been little interest in brand attitudes aiming
at brand products/services (Gardner, 1985). Using Ducoffe’s (1996) theory of advertisement
value, the research has examined only the impact of mobile advertisements’value and
context awareness value on consumers’advertising attitudes. However, because mobile
advertising is leading the advertising market and is being delivered for more purposes than
other types of advertisement, it is necessary to establish a new research model to identify
the influences of the various purposes of advertisement value and context awareness value
provided by mobile advertisements.
Since the purposes of advertising are sales and branding (Laudon and Traver, 2013), it is
important to understand not only advertising but also the process of customers’purchasing
behavior in orderto understand the influenceof smartphone advertising (Kimand Han, 2014).
Although the Ducoffe (1995) web advertising model addresses this issue in terms of
advertising effectiveness, it fails to consider the theory of planned behavior (TPB) (Fishbein
and Ajzen, 1975), a theory of personal behavior that explains changes in intention through
attitude and changes in behavior due to changes in intention.Thus, the Ducoffe (1995) model
cannot clearly explain customers’purchasing behavior.
Furthermore, previous studies have explained the changes in brand attitude caused by
advertising attitude (Gardner, 1985). Changes caused by brand attitude are also important
(Li et al., 2002), but previous studies failed to notice this significance (Kim and Han, 2014;
Yang et al., 2013). Hence, problems occur, especially when advertising attitude does not
affect purchase intention and when brand attitude is the only cause of the change
(Mackenzie and Spreng, 1992). Kim and Han (2014) and Yang et al. (2013) failed to fully
describe the effectiveness of smartphone advertising, since they excluded brand attitude.
Therefore, this study focuses on mobile advertising, which delivers advertisements by
utilizing the various features of smartphones. This study aims to synthesize the factors that
create advertisement value and context awareness value, identify their influences on
consumers’advertising attitude and brand attitude, and determine the characteristics of
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