Effects of Mobile Advertisements Promotions on Customer Values and Consumer Behavioral Intentions: An Empirical Study

• Main Authors: SungChu Liu, 劉松竹
• Other Authors: Yi-Cheng Chen
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/74769948211094512872

碩士 === 國立臺東大學 === 資訊管理學系碩士班 === 102 === With increasing popularity of wireless network and mobile communication, mobile advertisements are becoming a new communication channel with consumers. Such kind of advertisements includes promising features to proffer direct, personalized, two-way communication and location-based services for online consumers. Most consumers, however, have reservation about mobile advertising because of privacy, security and creditworthiness reasons. The objectives of this current study are aims at exploring the effects of mobile advertisements on customer values and online consumer behavioral intentions. By reviewing the prior literature, this research determines utilitarian value, hedonic value, and social value as perceived customer value; and determines online consumers’ buy intention and recommendation intention as their behavior intentions. This research empirically validated the causal relationships among constructs, such as customer value, purchase intentions and recommendation intentions. And further, integrating the theoretical perspectives drawing on the literature, the researcher in this study induced that the features of mobile advertisements and online promotions are critical exogenous variable of consumer perceived value. Based upon an extensive literature review, this study proposed a nomological conceptual framework and empirical validated the effects of mobile advertisements and online promotions. In this study, the empirical data were collected from 268 Smart Phone users in Taiwan. The Structural Equation Modeling (SEM) technique with Smart PLS software was applied to analyze the empirical dataset. The analysis results signified that the majority of the proposed hypotheses were supported. The research findings conclude that: (1) the characteristics of mobile advertisements will positively affect customer values, (2) online promotion of mobile advertisements will not significantly affect customer values, (3) the information richness of mobile advertisements will positively affect customer values, (4) consumer’s customer values will positively affect their behavioral intentions to purchase and recommend on the mobile Internet context.