Mobile Advertising: Behavioural Intention Among Undergraduates in Malaysia

  • Authors

    • Yeo Sook Fern
    • Tan Cheng Ling
    • Lim Kah Boon
    • Stany Wee Lian Fong
    • Fong Ming Jie
    2018-08-08
    https://doi.org/10.14419/ijet.v7i3.21.17165
  • Perceived usefulness, Credibility, Informativeness, Mobile advertising, Behavioural intention, Malaysia

  • Abstract

    In today's world, smartphone has become a necessity in our daily life. All the businesses will take advantage of mobile phone to advertise their product to create awareness. Due to the new techniques and technologies, mobile advertising has become more efficiently (Saadeghvaziri & Hosseini, 2011). Therefore, we conduct the factors that influence the effects of mobile advertising campaign, especially the case of Short Messaging Service (SMS). According to Yeo, Tan and Lim (2016), mobile technology is growing intensively. Smartphone become more convenience and able to let users to have fun while they experience mobile device shopping, and they able to open many browsers so they can either comparing the price, shopping or purchasing good. The research framework such as the five independent variables (perceived usefulness, perceived ease of use, irritation, credibility, and informativeness) has connected with dependent variable (behavioural intention). This research design has planned to involve 300 respondents. The unit analysis for this study is all undergraduates in Malaysia. A total of 274 undergraduates have participated in this study which comprised of 91% of the response rate. There are about 21.5% experiencing the mobile advertising through SMS/MMS. Furthermore, the frequency of the respondent towards these mobile advertisement is approximately 24.5%. The findings revealed that four direct relationships hypothesized namely perceived usefulness, perceived ease of use, credibility and informativeness were significantly related to the behavioural intention towards mobile advertising.

     

     

  • References

    1. [1] Aaker, D.A & Donald, E.B. (1985). Causes of irritation in advertising. Journal of Marketing, 47-57.

      [2] Abeywickrama, M. & Vasickova, J. (2014). Attitude towards mobile advertising and purchase intention of Swedish customers : A quantitative study on the impact of message content and flow experience. Spring Semester

      [3] Ajzen. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processe. 50(2), 179-211.

      [4] Ajzen, I. (1996). The moderating effects of attitude in decision making. The Psychology of Action: Linking Cognition and Motivation to Behavior .

      [5] Muk, A. & Chung, C. (2015). Applying the technology acceptance model in a two-country study of SMS advertising. Journal of Business Research. 68 (1), 1-6.

      [6] Ali, M., Shiraz, E., Ramezani, E., & Shiraz, M. A. E. (2013). Investigation of effective factors in using mobile advertising in Andimeshk. Kuwait Chapter of the Arabian Journal of Business and Management Review. 2(5), 149–156.

      [7] Bandura, A. (1997). Self-efficacy: The xercise of control. New York : Freeman .

      [8] Bauer, H. H., Reichardt, T., Barnes, S. J., & Neumann, M. M. (2005). Driving consumer acceptance of mobile marketing: a theoretical frame work and empirical study. Journal of Electronic Commerce Research, 6 (3), 181–191.

      [9] Brackett, L.K. & Carr, B.N. (2001). Cyberspace advertising vs. other media: Consumer vs. mature student attitudes. Journal of Advertising Research , 41 (5), 23-32.

      [10] Chakrabarty, S. & Yelkur, R. (2005). The effects of ad irritation on brand attitudes. Journal of Promotion Management , 11 (2/3), 37-48.

      [11] Choi, S.M. & Rifon, N.J.. (2002). Antecedents and consequences of Web advertising credibility: A study of consumer response to banner ads. Journal of Interactive Advertising, 3 (1), 12-24.

      [12] Chong, A.Y.L., Ooi, K.B., Lin, B. & Bao, H.J. (2012). An empirical analysis of the determinants of 3G adoption in China. Computers in Human Behavior. 28(2), 360-369.

      [13] Chowdhury, H. K., Parvin, N., Weitenberner, C., & Becker, M. (2006). Consumer Attitude Toward Mobile Advertising in An Emerging Market: An Emprirical Study. International Journal of Mobile Advertising, 1 (2), 33-42.

      [14] Christensen, P. (2013) Adoption of mobile advertising in Denmark Investigating psychological factors affecting consumers intention to adopt mobile advertising from MNO’s. Aarhus University: Denmark, 1-93.

      [15] Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. IT Usefulness and ease of use , 319-340.

      [16] Ducoffe, R.H. (1995). How consumer assess the value of advertising. Journal of Current Issues and Research in Advertising , 1-18.

      [17] Haghirian, P. & Madlberger, M.. (2005). Consumer attitude toward advertising via mobile devices - an empirical investigation among austrian users. . ECIS Regensburg, 447-458.

      [18] Hsu, T., Wang, Y. & Wen, S. (2006). Using the decomposed theory of planned behaviour to analyse consumer behavioural intention towards Mobile text message coupons. Journal of Targeting , 309-324.

      [19] IMAP: Global System Framework- Business Model, Research Report. (2003). Retrieved from Global System Framework- Business Model, Research Report.: http://www.imapproject.org/imapproject/downloadroot/public1/D2.1.b%206%2002%2003.pdf

      [20] Järnefelt, P. (2013). An empirical study on the adoption of mobile location-based advertising, 1–55.

      [21] Jones, K. (12 February, 2014). The 2014 Mobile Landscape: 25 Statistics That Will Drive The Future of Mobile Marketing [Infographic]. Retrieved from SEJ: http://www.searchenginejournal.com/2014-mobile-landscape-25-statistics-will-drive-future-mobile-marketing-infographic/89507/

      [22] Kim, Y. J., & Han, J. (2014). Why smartphone advertising attracts customers: A model of Web advertising, flow, and personalization. Computers in Human Behavior, 33, 256–269.

      [23] Kim, J., Ma, Y.J. & Park, J. (2009). Are US consumers ready to adopt mobile technology for fashion goods?: An integrated theoretical approch. Journal Fashion Marketing Management , 13, 215-230.

      [24] Knight, S., & Burn, J. (2011). Introducing the OTAM: exploring users’ perceptions of their on-going interaction with adopted technologies. Australasian Journal of Information Systems, 17 (1), 5-41.

      [25] Lee, H.H. & Hill, J.T.. (2013). Utilitarian and hedonic perceptions of short message service mobile marketing. International Journal of Mobile Communication, 11 (6), 597-616.

      [26] Liao, C.H., Tsou, C. W. & Huang, M. F. (2007). Factors influencing the usage of 3G mobile services in Taiwan. Online Information Review, 31 (6), 759-774.

      [27] Liu, C.L.E, Rudolf, R.S., Noemi,P. & Parissa, H. (2012). Determinants of consumer perceptions toward mobile advertising - a comparison between Japan and Austria. Journal of Interactive Marketing, 26, 21-32.

      [28] MacKenzie & Lutz. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of Marketing , 48-65.

      [29] Parreño, J. M., Sanz-Blas, S., Ruiz-Mafé, C., & Aldás-Manzano, J. (2013). Key factors of teenagers’ mobile advertising acceptance. Industrial Management & Data Systems, 113(5), 732–749.

      [30] Renny, G.S.,&Siringoringo, H. (2013). Perceived usefulness, ease of use, and attitude towards online shopping usefulness towards online airlines ticket purchase. Social and Behavioural Sciences , 212-216.

      [31] Rittippant, N., Witthayawarakul, J., Limpiti, P. & Lertdejdecha, N. (2009). Consumers' perception of the effectiveness of short message service (SMS) and multimedia message service (MMS) as marketing tools. Procedings of World Academy of Science Engineering and Technology , 815-821.

      [32] Saadeghvaziri, F., & Hosseini, H. K. (2011). Mobile advertising: An investigation of factors creating positive attitude in Iranian customers. African Journal of Business Management, 5(2), 394–404.

      [33] Sekaran. (2003). Research methods for business. A skill building approach. New York: Wiley.

      [34] Ünal S., Ercis A. & Keser E. (2011). Attitudes towards mobile advertising–A research to determine the differences between the attitudes of youth and adults. Procedia Social and Behavoral Science, 24, 361–377.

      [35] Silva, H. d., Ratnadiwakara, D. & Zainudeen, A. (2011). Social influence in mobile adoption: evidence from the bottom of the pyramid in emerging Asia. Information Technology and International Development, 7(3), 1-18.

      [36] Soroa-Koury, S., (2008). Consumers’ responses to mobile advertising a normative social behaviour perspective. Ths of U. Texas at El Paso. UMI, 1453834.

      [37] Suki, N. M. (2012). Third generation (3G) mobile service acceptance: Evidence from Malaysia. African Journal of Business Management, 6(15), 5165–5171.

      [38] Taylor, S., & Todd, P. A. (1995). Understanding Information Technology Usage: A Test of Competing Models. Information System Research , 144-176.

      [39] Tsang, M. M., Ho, S. & Liang, T (2014). Consumer Attitudes toward Mobile Advertising : An Empirical Study, International Journal of Electronic Commerce 8(3), 65–78.

      [40] Ünal, S., Erciş, A., & Keser, E. (2011). Attitudes towards mobile advertising - A research to determine the differences between the attitudes of youth and adults. Procedia - Social and Behavioral Sciences, 24, 361–377.

      [41] Wang,K. & Lin, C. (2012). The adoption of mobile value-added services: Investigating. Managing service quality , 184-208.

      [42] Wel, C.A.C, Alam, S.S., Omar, N.A. & Noor, S.M. (2013). Students intention to use mobile chatting services in Malaysia. International Proceeding Economics Devevelopment & Research, 50, 128-132.

      [43] Williamson, M.. (1 February, 2013). The Mobile Industry 2012-2015 – Overview, Trends and Predictions. Retrieved from bianor: http://www.bianor.com/blog/the-mobile-industry-2012-2015-overview-trends-and-predictions/

      [44] Yeo, S.F., Tan, C.L., & Lim, J.Q. (2016). Mobile marketing acceptance: empirical evidences among undergraduates in Malaysia. Information, International Information Institute, 19 (8A), 3263-3270.

      [45] Yoo, J.K. & Han, J.Y. (2014). Computers in Human Behavior. Why smartphone advertising attracts customers: A model of Web advertising flow, and personalization , 256-269.

      [46] Zabadi, A., Shur, M., & Elsayed, E. (2012). Consumer attitudes toward SMS advertising among Jordanian users. International Journal Of Marketing Studies , 4(1), 77-94.

  • Downloads

  • How to Cite

    Sook Fern, Y., Cheng Ling, T., Kah Boon, L., Wee Lian Fong, S., & Ming Jie, F. (2018). Mobile Advertising: Behavioural Intention Among Undergraduates in Malaysia. International Journal of Engineering & Technology, 7(3.21), 232-237. https://doi.org/10.14419/ijet.v7i3.21.17165

    Received date: 2018-08-08

    Accepted date: 2018-08-08

    Published date: 2018-08-08