Determinants of Consumer Perceptions toward Mobile Advertising — A Comparison between Japan and Austria |
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Authors: | Chia-Ling ‘Eunice’ Liu Rudolf R Sinkovics Noemi Pezderka Parissa Haghirian |
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Institution: | 1. Department of Business Administration, School of Management, National Cheng Kung University, Tainan, 70101 Taiwan, ROC;2. The University of Manchester, Manchester Business School, Booth Street West, Manchester M15 6PB, UK;3. International Management, Sophia University, Faculty of Liberal Arts, 102-8554 Tokyo, 7-1 Kioi-cho, Chiyoda-ku, Japan |
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Abstract: | Mobile marketing provides an innovative channel for transmitting advertising messages to customers via mobile devices. The growth of mobile advertising in recent years requires that researchers and practitioners understand consumer perceptions of this form of advertising. The purpose of this paper is to investigate factors influencing the perception of mobile advertising in different cultures. Based on samples from Austria and Japan, we empirically examine relevant m-advertising effects. The results suggest that infotainment and credibility are key factors predicting advertising value among Austrians and the Japanese. However, our findings show that Japanese customers are more irritated by mobile advertising than are Austrian respondents. |
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