How do Japanese consumers perceive wireless ads? A multivariate analysis

Abstract

This article explores the formation of Japanese mobile users’ attitudes to pull-type wireless advertising and their willingness to ‘click’ such ads. Both theoretical and practical considerations are used to develop a structural model, which is then tested using an empirical survey conducted in the greater Tokyo area. External search, content credibility and attitude towards ads are considered as antecedents of willingness to access. Attitude towards ads is conceptualised as a consequence of two psychological motives in wireless internet adoption: perceived infotainment and perceived irritation. The structural equation modelling indicates that all the paths are statistically significant, and provides strong empirical support for our basic propositions. A further analysis classifies the sample into three groups, i.e. e-newsletter subscribers, email users and voice users, according to their demographic data. The findings reveal that e-newsletter subscribers show the most positive perceptions on all the constructs, although the mean values of the total sample are well below an anchoring point. In addition, the principal characteristics of e-newsletter subscribers indicate that so-called ‘parasite singles’ (unmarried young females living with their parents, and with high disposable income) may be playing an important role in wireless internet adoption in Japan.