User Acceptance of SMSbased Mobile Advertising Campaigns

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User Acceptance of SMSbased Mobile Advertising Campaigns

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Within 3-4 days the members were contacted at their mobile phone ... H9: The Attitude towards the Ad (ATT) has a positive effect on the Behavioural Intention (INT) ... – PowerPoint PPT presentation

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Title: User Acceptance of SMSbased Mobile Advertising Campaigns


1
User Acceptance of SMS-based Mobile Advertising
Campaigns
PLS09
  • Philipp Heim/Eva Walter / Thomas Reutterer

2
Outline
  • Background Motivation
  • Objectives of our Study
  • Prior Research
  • Research Framework and Hypotheses
  • Empirical Study and Methodology
  • Results, Implications, Limitations further
    Research

3
Background Motivation
  • Mobile cellular subscribers per 100 residents in
    Europe

_at_ Heim/Walter/Reutterer - 1
4
Background 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
5
Objectives 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
6
Prior 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
7
Prior 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
8
Research 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
9
Empirical 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
10
Results
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
11
Results
  • Experimental Design
  • 2 text versions 1 Neutral, 1 Inviting (emphasis
    on the price-discount)
  • 2 structurally similar sub-samples

_at_ Heim/Walter/Reutterer - 9
12
Implication
  • 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
13
Limitations 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
15
Appendix
16
Prior Research
Already empirically tested Models for Advertising
Demo.
ENT
PERM
ENT
INF
ATT
ATT
INT
BEH
INF
IRR
CRE
ADV
CRE
Incentives
IRR
17
Research 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).

18
Appendix
  • 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
19
Appendix
Formula used to calculate the between group
differences in the structural
_at_ REUTTERER/WALTER - Seite 19
20
Appendix
Results of the Sobel-Test
_at_ REUTTERER/WALTER - Seite 20
Source Chin 200
21
Advertising Impact
Empirical study and methodology
Attention
Interest
Desire
Action
Receipt
Read/ Recollection
Intention
Purchase
_at_ Reutterer/Walter - 10
22
Background 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
23
Empirical 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
24
Empirical study and methodology
  • 68 per cent male / 32 per cent female
  • Age distribution

_at_ Heim/Walter/Reutterer - 9
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