The influences of advertisement attitude and brand attitude on purchase intention of smartphone advertising

TLDR

The study investigates how smartphone advertising influences purchase intention, a media distinct from other advertising forms. Using structural equation modeling, the authors analyze mobile ad features such as brand attitude and context‑awareness value to explain purchase intention. Results show that timing and location are key drivers of purchase intention, with context‑awareness value affecting advertising and brand attitudes, but brand attitude has a stronger influence on purchase intention, suggesting that contextual advertising and touch‑enabling technology can enhance mobile ad effectiveness.

Abstract

Purpose The purpose of this paper is to examine the purchase intention in the case of smartphone advertising, which is unlike any other advertising media. Design/methodology/approach This study examines the characteristics of recent mobile advertisements such as brand attitude and context awareness value, which have not been considered in studies on non-mobile advertisements, to address purchase intention through smartphone advertisements using structural equation modeling. Findings The results are as follows. Together with entertainment, information, irritation, and personalization in non-mobile advertisements, timing and location in mobile advertisements are the main factors for establishing consumers’ purchase intention. Further, although mobile advertisements’ context awareness value strongly impacts consumers’ advertising attitude and brand attitude, purchase intention receives greater impact from brand attitude than from advertising attitude because the products/services lack feel and touch. Originality/value These results imply that contextual advertising and new technology enabling feel and touch for products/services can maximize the effect of mobile advertisements.