Pretražite po imenu i prezimenu autora, mentora, urednika, prevoditelja

Napredna pretraga

Pregled bibliografske jedinice broj: 1099433

The Impact of Mobile Advertising on Consumers' Purchase Intention: The Role of Consumer Innovativeness


Anić, Ivan-Damir; Kursan Milaković, Ivana; Mihić, Mirela, Corrocher, Nicoletta
The Impact of Mobile Advertising on Consumers' Purchase Intention: The Role of Consumer Innovativeness // the EMAC 2020 Regional Conference
ZOOM Webinar (organizator Sveučilište u Zagrebu, Ekonomski fakultet), 2020. str. 1-10 (predavanje, međunarodna recenzija, neobjavljeni rad, znanstveni)


CROSBI ID: 1099433 Za ispravke kontaktirajte CROSBI podršku putem web obrasca

Naslov
The Impact of Mobile Advertising on Consumers' Purchase Intention: The Role of Consumer Innovativeness

Autori
Anić, Ivan-Damir ; Kursan Milaković, Ivana ; Mihić, Mirela, Corrocher, Nicoletta

Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, neobjavljeni rad, znanstveni

Skup
The EMAC 2020 Regional Conference

Mjesto i datum
ZOOM Webinar (organizator Sveučilište u Zagrebu, Ekonomski fakultet), 16-19.09.2020

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Mobile advertising ; mobile shopping ; consumer innovativness

Sažetak
This paper examines the impact of m-advertising on consumer purchases, considering consumer innovativeness as a moderator. The data collected from real shoppers and users of mobile devices in Croatia were analysed using structural equation modelling (SEM). The findings indicate that personalisation, safety and privacy m-experiences positively influence purchase intention. The attitudes towards m-advertising do not influence purchase intention directly, but consumer innovativeness moderates this relationship, indicating its importance. In their m-advertising campaigns, marketers might target innovative consumers, provide clear privacy policies, follow consumers’ preferences, and design mobile-friendly webpages, pleasing and entertaining advertisements to increase the chances of m-purchases.

Izvorni jezik
Engleski



POVEZANOST RADA


Ustanove:
Ekonomski institut, Zagreb,
Ekonomski fakultet, Split

Citiraj ovu publikaciju

Anić, Ivan-Damir; Kursan Milaković, Ivana; Mihić, Mirela, Corrocher, Nicoletta
The Impact of Mobile Advertising on Consumers' Purchase Intention: The Role of Consumer Innovativeness // the EMAC 2020 Regional Conference
ZOOM Webinar (organizator Sveučilište u Zagrebu, Ekonomski fakultet), 2020. str. 1-10 (predavanje, međunarodna recenzija, neobjavljeni rad, znanstveni)
Anić, I., Kursan Milaković, I. & Mihić, Mirela, Corrocher, Nicoletta (2020) The Impact of Mobile Advertising on Consumers' Purchase Intention: The Role of Consumer Innovativeness. U: the EMAC 2020 Regional Conference.
@article{article, year = {2020}, pages = {1-10}, keywords = {Mobile advertising, mobile shopping, consumer innovativness}, title = {The Impact of Mobile Advertising on Consumers' Purchase Intention: The Role of Consumer Innovativeness}, keyword = {Mobile advertising, mobile shopping, consumer innovativness}, publisherplace = {ZOOM Webinar (organizator Sveu\v{c}ili\v{s}te u Zagrebu, Ekonomski fakultet)} }
@article{article, year = {2020}, pages = {1-10}, keywords = {Mobile advertising, mobile shopping, consumer innovativness}, title = {The Impact of Mobile Advertising on Consumers' Purchase Intention: The Role of Consumer Innovativeness}, keyword = {Mobile advertising, mobile shopping, consumer innovativness}, publisherplace = {ZOOM Webinar (organizator Sveu\v{c}ili\v{s}te u Zagrebu, Ekonomski fakultet)} }




Contrast
Increase Font
Decrease Font
Dyslexic Font