Semantic Scholar Open Access 2019 516 sitasi

How smartphone advertising influences consumers' purchase intention

J. Martins Catarina Costa Tiago Oliveira R. Gonçalves F. Branco

Lihat Sumber DOI

Abstrak

Abstract In the last decade, the use of smartphones has grown steadily. The way consumers interact with brands has changed owing to the accessibility of internet connection on smartphones, and ubiquitous mobility. It is crucial to understand the factors that motivate consumers to interact with smartphone advertisements and therefore what stimulates their decision to purchase. To achieve this goal, we proposed a conceptual model that combines Ducoffe's web advertising model and flow experience theory. Based on the data collected from 303 Portuguese respondents we empirically tested the conceptual model using a partial least squares (PLS) estimation. The results showed that advertising value, flow experience, web design quality, and brand awareness explain purchase intention. The study provides results that allow marketers and advertisers to understand how smartphone advertisements contribute to consumer purchase intention.

Topik & Kata Kunci

Economics

Penulis (5)

J. Martins

Catarina Costa

Tiago Oliveira

R. Gonçalves

F. Branco

Format Sitasi

APA MLA BibTeX

Martins, J., Costa, C., Oliveira, T., Gonçalves, R., Branco, F. (2019). How smartphone advertising influences consumers' purchase intention. https://doi.org/10.1016/J.JBUSRES.2017.12.047

Akses Cepat

Lihat di Sumber doi.org/10.1016/J.JBUSRES.2017.12.047

Informasi Jurnal

Tahun Terbit: 2019
Bahasa: en
Total Sitasi: 516×
Sumber Database: Semantic Scholar
DOI: 10.1016/J.JBUSRES.2017.12.047
Akses: Open Access ✓