Pregled bibliografske jedinice broj: 1099433
The Impact of Mobile Advertising on Consumers' Purchase Intention: The Role of Consumer Innovativeness
The Impact of Mobile Advertising on Consumers' Purchase Intention: The Role of Consumer Innovativeness // the EMAC 2020 Regional Conference
Zagreb, Hrvatska; online, 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
Zagreb, Hrvatska; online, 16.09.2020. - 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
