Determinants of Consumer Perceptions toward Mobile Advertising - A Comparison between Japan and Austria

作者：Liu Chia Ling 'Eunice'; Sinkovics Rudolf R^*; Pezderka Noemi; Haghirian Parissa

来源：Journal of Interactive Marketing, 2012, 26(1): 21-32.

DOI：10.1016/j.intmar.2011.07.002

• M-marketing
• Mobile advertising
• E-advertising
• Consumer perception

Mobile marketing provides an innovative channel for transmitting advertising messages to customers via mobile devices. The growth of mobile advertising in recent years requires that researchers and practitioners understand consumer perceptions of this form of advertising. The purpose of this paper is to investigate factors influencing the perception of mobile advertising in different cultures. Based on samples from Austria and Japan, we empirically examine relevant m-advertising effects. The results suggest that infotainment and credibility are key factors predicting advertising value among Austrians and the Japanese. However, our findings show that Japanese customers are more irritated by mobile advertising than are Austrian respondents.

• 出版日期2012-2