Title: User Acceptance of SMSbased Mobile Advertising Campaigns
1User Acceptance of SMS-based Mobile Advertising
Campaigns
PLS09
- Philipp Heim/Eva Walter / Thomas Reutterer
2Outline
- Background Motivation
- Objectives of our Study
- Prior Research
- Research Framework and Hypotheses
- Empirical Study and Methodology
- Results, Implications, Limitations further
Research
3Background Motivation
- Mobile cellular subscribers per 100 residents in
Europe
_at_ Heim/Walter/Reutterer - 1
4Background Motivation
- Worldwide
- 4 billion mobile cellular subscribers at the end
of 2008 - 2000 ?mobile penetration only 12 per cent, 2008 ?
about 61 per cent - Consumers information overload
- Loss of efficiency of conventional advertising
media
Great potential for use within personalisedone-to
-one marketing campaigns e.g. via SMS
_at_ Heim/Walter/Reutterer- 2
5Objectives of our Study
- Primary goals
- To empirically evaluate the potential
influencing factors on consumers acceptance
and attitudes towards SMS-based advertising in
a specific advertising campaign - To test the impact of different text layouts on
the recipients - perceptions of SMS-advertising
_at_ Heim/Walter/Reutterer- 3
6Prior Research
- Research in this area seems to be at a relatively
early stage (Barnes/Scornavacca 2004 Tanakinjal
et al. 2007 Mort/Drennan 2002) - Relatively large number of studies focusing on
the acceptance of mobile advertising
(Haghirian/Madlberger 2005, Tsang et al. 2004,
Bauer et al. 2004) - Prior research revealed negative attitudes
towards mobile advertising in general. - Problem
- Rather general, context independent notion of
mobile advertising - Focus on young target audiences
_at_ Heim/Walter/Reutterer- 4
7Prior Research
- Conceptual framework
- Technology Acceptance Model (Davis 1989)
- Theory of reasoned Action (Fishbein/Ajzen 1975)
- Theory of planned Behaviour (Ajzen 1991)
- Some other empirically tested constructs
- Advertising value (Ducoffe 1995)
- Credibility (Brackett/Carr 2001 Tsang et al.
2004) - Entertainment/Informativeness/Irritation/Permissio
n (Tsang et al. 2004 Haghirian/Madlberger 2005) - Personal Innovativeness (Agarwal/Prasad 1998)
- Relevance (BarnesScornavacca 2004 Tanakinjal et
al. 2007)
_at_ Heim/Walter/Reutterer - 5
8Research Framework and Hypotheses
PI
PERM
ENT
H1a
H2a
H6
H7
INF
H1b
H2b
H3-
IRR
ADV
ATT
INT
H11
H12
H4
REL
H8
H9
H10
H5a
AGE
EDU
SEX
CRE
H5b
Perceived advertising value (ADV) triggers
attitude towards the ad (ATT) which has a
positive impact on purchase intention (INT)
_at_ Heim/Walter/Reutterer - 6
9Empirical study and methodology
- In contrast to previous contributions a specific
SMS campaign was conducted in cooperation with a
Do-It-Yourself (DIY) retailer in July 2007 - 2,150 members of the retailers loyalty program
received the SMSannouncing a 20 per cent
discount for a specific item - Only members, who had bought the product
advertised or a similar product - The item was not featured in any other ad and
sold at the regular shelf price during the
experimentation period - Within 3-4 days the members were contacted at
their mobile phone - 369 consumers were willing to participate
_at_ Heim/Walter/Reutterer- 7
10Results
PI
PERM
ENT
.306
.010
.192
INF
.094
.467
.139
IRR
ADV .856
ATT .919
INT .790
.079
.369
.889
.271
REL
-.010
-.001
.003
.057
AGE
EDU
SEX
CRE
.058
ADV ? ATT ? INT confirmed, ENT strongly affects
ADV/ATT Ad needs to be relevant (REL) and based
on permission (PERM)
_at_ Heim/Walter/Reutterer - 8
11Results
- Experimental Design
- 2 text versions 1 Neutral, 1 Inviting (emphasis
on the price-discount) - 2 structurally similar sub-samples
_at_ Heim/Walter/Reutterer - 9
12Implication
- Entertainment and Relevance are of major
importance for positive evaluation and acceptance
of a mobile advertising campaign - Informativeness and Credibility turned out to be
of subordinate importance - Irritation seems to be low, which could be an
indication that consumers are aware of their
given permission, but clear instruction is
essential - Daily use of mobile phone affects personal
innovativeness
_at_ Heim/Walter/Reutterer - 10
13Limitations further research
- Generalisability
- Promoted product was not necessarily
representative for DIY Retailer (low-interest,
low price) - So, motivation to visit the store can be expected
to be rather low as relevance has a strong impact - Further investigation of behavioural consequences
of the perceptual measures (instead of
self-reported behaviour)
_at_ Heim/Walter/Reutterer - 11
14- Thank you for your attention!
_at_ Heim/Walter/Reutterer - 12
15Appendix
16Prior Research
Already empirically tested Models for Advertising
Demo.
ENT
PERM
ENT
INF
ATT
ATT
INT
BEH
INF
IRR
CRE
ADV
CRE
Incentives
IRR
17Research Framework and Hypotheses
- H1 The perceived Entertainment (ENT) has a
positive effect on the perceived Advertising
Value (ADV) and the Attitude towards the Ad
(ATT). - H2 The perceived Informativeness (INF) has a
positive effect on the perceived Advertising
Value (ADV). - H3 The perceived Irritation (IRR) has a positive
effect on the perceived Advertising Value (ADV). - H4 The perceived Credibility (CRE) have a
positive effect on the perceived Advertising
Value (ADV). - H5 The perceived Advertising Value (ADV) has a
positive effect on the Attitude towards the
received SMS (ATT). - H6 The Personal Innovativeness (PI) has a
positive effect on the attitude towards the
received SMS (ATT). - H7 The perceived Relevance (REL) for a solicited
product in a commercial SMS has a positive effect
on the perceived Advertising Value of the Message
(ADV). - H8 The level of permission for a commercial SMS
(PERM) has a positive effect on the Attitude
towards the Ad (ATT). - H9 The Attitude towards the Ad (ATT) has a
positive effect on the Behavioural Intention
(INT).
18Appendix
- ENTI feel that receiving SMS advertisements
from XY is pleasing unpleasing.
(Tsang/Ho/Liang 2004) - IRRSMS advertising is annoying
(Haghirian/Madlberger 2006) - INFSMS advertising is informative (Ducoffe
1996) - CRESMS advertising is credible (Brackett/Carr
2001) - RELPlease evaluate the product offered
beneficial- not beneficial, needed not needed,
essential unessential (Jain/Srinivasan 1990)
_at_ Reutterer/Walter - 14
19Appendix
Formula used to calculate the between group
differences in the structural
_at_ REUTTERER/WALTER - Seite 19
20Appendix
Results of the Sobel-Test
_at_ REUTTERER/WALTER - Seite 20
Source Chin 200
21Advertising Impact
Empirical study and methodology
Attention
Interest
Desire
Action
Receipt
Read/ Recollection
Intention
Purchase
_at_ Reutterer/Walter - 10
22Background Motivation
- Mobile phone usage in Austria in 2008
- Nine out of ten persons use a mobile phone
- In 2002 -gt 69 per cent of households with mobile
phone(s) - In 2008 -gt 93 per cent
_at_ Heim/Walter/Reutterer- 1
Source Statistik Austria ICT usage 2008
23Empirical study and methodology
- 5-point rating scales were employed (based on
previous studies) - Stone-Geisser test of predictive relevanceADV Q²
0.747 ATT Q² ,831 INT Q² ,377
recommended gt 0 - For cross-validated redundancy
_at_ Heim/Walter/Reutterer - 10
24Empirical study and methodology
- 68 per cent male / 32 per cent female
- Age distribution
_at_ Heim/Walter/Reutterer - 9