TOWARD A MODEL FOR THE ROLE OF PRODUCT
INVOLVEMENT IN THE EFFECT OF MOBILE ADVERTISING
FEATURES
Tien Wang, Institute of International Management, National Cheng Kung University, Tainan,
Taiwan, twang@mail.ncku.edu.tw
Ralph Keng-Jung Yeh, Department of Information Management, National Chung Cheng
University, Chiayi, Taiwan, ralyeh@mis.ccu.edu.tw
Trung Dam-Huy Thai, Institute of International Management, National Cheng Kung
University, Tainan, Taiwan, trunghuy773@gmail.com
Abstract
Mobile advertising has received considerable attention in recent studies. Previous research suggests a
number of factors influencing the attitude of consumers toward mobile advertising, but the gap
between the favorable attitude toward mobile advertising and product purchase intention has received
less attention. To fill this research gap, this study aims to construct a research model with five mobile
advertisement characteristics as antecedents that influence consumer attitude toward mobile
advertising, which directly and indirectly affects buying intention. Furthermore, product involvement
is proposed to alter the effect of attitude on mobile advertising relative to purchasing intention.
Considering these objectives, this study contributes to existing literature in two ways. First, a
theory-driven research framework with five influential advertisement features is proposed to directly
influence customers’ attitude toward mobile advertising and to indirectly affect the ultimate
consumption decision. Thus, the relative strength of each advertisement feature can be compared.
Second, product involvement is proposed to serve as a moderator of the hypothesized relationships in
the model, thus extending the literature on mobile advertising. Research methodologies and intended
managerial contributions are also discussed.
Keywords: Mobile advertising, Entertainment, Informativeness, Creditability, Interactivity, Usefulness,
Product Involvement, Attitude, Intention to Buy
1.
INTRODUCTION
Consumer behaviors are largely influenced by smart phones, which are new devices that have been
rapidly adopted in recent years (Carroll et al. 2007; Nantel & Sekhavat 2008). The ubiquity of mobile
phones enables a firm’s capability to reach potential customers anytime and anywhere (Chang &
Villegas 2008). Marketers are fascinated by the potential business opportunities provided by this new
platform, which is considered a promising marketing tool in overcoming the major challenges of
obtaining the time and attention of consumers (Fang et al. 2015) to promote their products, services,
and ideas with personalized massages (Chang & Villegas 2008).
Developments in mobile technologies enable businesses to communicate and interact with existing and
potential customers using creative approaches, such as the short message system and multimedia
message system. Compared with conventional mass advertising, mobile advertising is more
customizable to cater to individual preferences with personalized communication messages. This
customization efforts help businesses better connect with the targeted consumers regardless of the time
and place (Andrews et al. 2015; Ghose et al. 2012) because mobile advertising is ubiquitous,
location-based, timely, personalized, and interactive (Ma et al. 2009).
Previous studies have investigated consumer intention or attitude to accept mobile advertising and
have reported positive feedback (Bauer et al. 2005; Moynihan et al. 2010; Zhang & Mao 2008). Other
studies have examined the advertisement characteristics that drive this favorable attitude (Choi et al.
2008; Chowdhury et al. 2006; Gao et al. 2009; Tsang et al. 2004). Nonetheless, the question on
whether or not consumer attitude toward mobile advertising influences the ultimate product purchase
intention remains unanswered.
This study contributes to the mobile marketing literature in two ways. First, this study investigates the
direct effects of five advertisement characteristics (i.e., entertainment, informativeness, interactivity,
credibility, and perceived usefulness) on consumer attitude toward mobile advertising and its indirect
effect on the ultimate product purchase intention. By investigating this relationship, this research also
tests whether or not a favorable attitude toward mobile advertising can trigger positive customer
responses. Second, one facilitating condition, namely, product involvement, that transform a desirable
attitude toward mobile advertising to purchasing intention are proposed and empirically investigated.
With these research attempts, this paper examines the interrelationships among crucial factors in
mobile advertising context and provides managerial insights to practicing managers in this field.
2.
THEORETICAL BACKGROUND
2.1
Mobile Advertising and Its Features
Mobile advertising is the usage of interactive wireless media to transmit advertising messages with
personalized information to consumers regardless of time and location with the overall goal of
promoting goods and services (Bamba & Barnes 2007; Haghirian & Inoue 2007; Haghirian &
Madlberger 2005). Effective, well-designed advertisements help shape desirable attitude toward
advertising (Haghirian & Inoue 2007), which is defined as “learned predisposition to respond in a
consistently favorable or unfavorable manner toward advertising in general” (MacKenzie & Lutz 1989,
p.54). Marketers can affect customers’ behavioral intention of a certain behavior by influencing their
attitude (Ajzen 1991). Previous studies have examined the effectiveness of advertising in terms of
either positive or negative advertisement features. On one hand, mobile advertising characterized by
entertainment, informativeness, credibility, and interactivity is more likely to induce a favorable
attitude toward the advertisement (Choi et al. 2008; Chowdhury et al. 2006; Gao et al. 2009; Tsang et
al. 2004). On the other hand, undesirable features such as irritation negatively influence consumer
attitude toward mobile advertising (Tsang et al. 2004). In a relevant field, perceived usefulness has
been determined as an important variable in accepting new technologies (Davis 1989). Consumers
form a favorable or unfavorable attitude toward mobile advertising depending on their intention to use
or not to use mobile advertising; this evaluation involves the extent to which they believe this mobile
advertising will enable them to perform their tasks better (Davis 1989). Perceived usefulness may
influence consumer attitude on behavioral intention toward mobile advertising (Bauer et al. 2005;
Teng et al. 2009). Given the unique characteristics of the contextual features of mobile marketing, this
research aims to investigate the effects of entertainment, informativeness, credibility, interactivity, and
perceived usefulness as key advertising characteristics on consumer attitude toward mobile
advertisingMoreover, it determines whether or not these features indirectly affect the ultimate
purchasing intention of consumers relative to the advertised products or services.
2.2
Facilitating Factors: Product Involvement
In the literature, product involvement refers to the degree of preference or importance attributed by
consumers to a product category based on needs (Chan, 2011). When product involvement is high,
consumers tend to spend increased time and effort on information search. Customers tend to possess
high product involvement when the product is important and relevant to their interests and needs. The
effect of product involvement on purchasing decisions has been demonstrated (Lin & Chen 2006;
Te'eni-Harari et al. 2009). By contrast, consumers engage less in the decision-making process and turn
away from products easily when product involvement is low (Clarke & Belk 1979; Fei 2008; Suh &
Yi 2006; Te'eni-Harari et al. 2009).
3.
RESEARCH HYPOTHESES
Entertainment refers to enjoyment (Chowdhury et al. 2006; Korkut & Anil 2009; Oh & Xu 2003),
which affects attitude toward advertising (Korkut & Anil 2009). Entertainment cultivates a positive
attitude (Mir 2011). Engaging in mobile entertainment pleases consumers while interacting with the
media (Haghirian & Madlberger 2005). Mobile entertainment features, such as downloading music,
ringtones, wallpapers, and games, demonstrate consumer attitude by attracting them toward the
advertised product or service (Chowdhury et al. 2006). Consumers who perceive a good entertainment
value of mobile advertising exert a positive attitude toward advertising (Chowdhury et al. 2006;
Haghirian & Madlberger 2005; Jay & Morgan 2007; Mir 2011; Waldt et al. 2009; Wong & Tang
2008).
H1: Entertainment of mobile advertising has a positive influence on the attitude toward mobile
advertising.
Informativeness is the ability to effectively provide relevant information, including the newest and
most accessible information, to notify consumers about updates (Korkut & Anil 2009; Oh & Xu 2003;
Waldt et al. 2009). Consumers are more likely to accept an advertisement if they are satisfied with the
product information provided (Waldt et al. 2009). Consumers tend to react positively to the
advertisement when they perceive its informativeness value (Choi et al. 2008; Ma et al. 2009).
Informativeness has been determined as one of the central elements affecting consumer attitude
toward mobile advertising (Korkut & Anil 2009; Tsang et al. 2004).
H2: Informativeness of mobile advertising has a positive influence on the attitude toward mobile
advertising.
Advertising credibility is defined as the “consumers’ perceptions of the truthfulness and believability
of advertising in general” (MacKenzie & Lutz 1989, p.51). High credibility generates positive
attitudes toward advertised products and services (Gotlieb & Sarel 1991). A previous research has
reported that advertisements with a higher level of expertise, trustworthiness, and attractiveness are
more likely to be perceived as credible and are more able to persuade customers (Ohanian 1991). By
contrast, customers are less likely to be persuaded if the advertising lacks credibility (Gotlieb & Sarel
1991).
H3: Credibility of mobile advertising has a positive influence on the attitude toward mobile
advertising.
Interactivity refers to “the degree to which two or more communication parties can act on each other,
on the communication medium, and on the message and the degree to which such influences are
synchronized” (Liu & Shrum 2002, p. 54). Interactivity appears as a salient characteristic of mobile
communication that favorably drives consumer attitude toward mobile advertising (Gao et al. 2010).
The prompts of responsiveness, information exchange, and communication availability influence the
effectiveness of mobile advertising (Choi et al. 2008). Thus, interactivity is predicted to exert a
positive effect on consumer attitude toward mobile advertising.
H4: Interactivity of mobile advertising has a positive influence on the attitude toward mobile
advertising.
Perceived usefulness is denoted by trust in the enhanced performance attributed to the use of a
particular object (Davis 1989; Wang et al. 2006). It is based on the perceived benefits particularly in
terms of information and knowledge as well as the social aspect related to its use (Bauer et al. 2005;
Sweeney & Soutar 2001; Teng et al. 2009). Bauer et al. (2005) developed three categories as
important criteria for perceived usefulness. Customers require information, knowledge, and
understanding of a product or service to fulfill their needs relative to aesthetic, pleasurable, and
emotional experiences. Once customers’ desired benefits are satisfied, they are more likely to form a
positive attitude toward mobile advertising. Thus, changes in perceived usefulness vary the attitude
toward mobile advertising accordingly.
H5. Perceived usefulness of mobile advertising has a positive influence on the attitude toward mobile
advertising.
Previous studies have suggested that consumers form their attitudes and behavioral intentions based on
their perception (Bauer et al. 2005; Trung 2014; Wilson et al. 2012). Theory of planned behavior (TPB)
posits that behavioral intention is determined by the attitude toward a behavior (Ajzen 1991).
Therefore, customers with a favorable and positive attitude toward advertisements are more likely to
establish the behavioral intention to purchase the advertised products. Thus, the following hypothesis
is presented:
H6. Attitude toward mobile advertising exerts a positive effect on the intention to buy the product from
mobile advertising.
Product involvement has received considerable attention in previous studies, and the research findings
generally indicate its effect on purchasing intention (Lin & Chen 2006; Te'eni-Harari et al. 2009).
Consumers evaluate product values with different feelings and ideas according to their own desires
and needs (Cochrane & Quester 2005; Hwiman & Xinshu 2003). Customers develop positive attitudes
toward a mobile advertising message if they perceive the value of the advertising message positively.
When an advertising message is not relevant to customers’ interests, they will not spend much time on
the advertised products or services (Fei 2008). The higher the product involvement is, the stronger the
buying intention consumers have for the product in the mobile advertising context (Brisoux & Cheron
1990). Therefore, the following hypothesis is presented:
H7. Product involvement positively moderates the relationship between the attitude toward mobile
advertising and purchasing intention.
4.
RESEARCH METHODOLOGY
This study plans to utilize an online survey for data collection and subsequent analysis. A sample size
of over 250 responses is expected to confirm the model and to test the hypotheses. Qualified
respondents are those with mobile advertisement experience. The measurement scales of the variables
are adapted from previous research to ensure the content validity of the constructs: entertainment,
informativeness, and credibility from Chowdhury et al. (2006); interactivity from Campbell and
Wright (2008); perceived utility from Bauer et al. (2005); attitude toward mobile advertising from
Choi et al. (2008); product involvement from McQuarrie and Munson (1992); and purchasing
intention from Bauer et al. (2005) and Venkatesh et al. (2003). Items pertaining to specific constructs
will be evaluated by a seven-point Likert scale ranging from 1 or “strongly disagree” to 7 or “strongly
agree.” This study intends to use confirmatory factor analysis (CFA) to examine the measurement
model. Partial least square structural equation modeling (PLS-SEM) is utilized to examine the path
relationships among constructs.
5.
DISCUSSION
5.1
Theoretical implications
The contribution of this study to the literature on mobile marketing is twofold. First, this study
develops a theory-driven framework to conceptualize a chain of effects from the crucial mobile
advertisement elements to the ultimate purchasing intention. Most previous studies examined the
effects of advertisement features on consumer attitudes without testing if the favorable attitude toward
mobile advertising elicited could further influence consumption decision. In addition, through the
collective investigation of five antecedents, this study explores the relative magnitude of the effect
exerted by different advertisement features. Second, this research proposes that product involvement
serves as a facilitating condition that determines the extent to which the attitude influenced by various
advertisement elements affects purchase decision as well. Thus, this work highlights the important role
of carefully crafting mobile advertising messages with influential features. The facilitating condition,
if supported, also extends the current literature on the effectiveness of mobile advertising.
5.2
Managerial implications
This research has managerial implications. Developments in mobile communication technologies
create a new online marketing channel for mobile advertising. Firms that use mobile marketing as part
of their promotional strategies should consider the five theoretical factors presented above. Different
aspects of mobile advertising messages, such as entertainment, informativeness, credibility,
interactivity, and usefulness, may lead to positive attitudes that result in favorable responses from
consumers. The study can also enhance the understanding on how to design mobile advertising
campaigns and to provide increased benefits to retain the mobile audience that is loyal to the firm.
Information on the relative strength of various advertisement features helps firms better allocate
resources to aspects with the greatest impact as well. Thus, the effectiveness of advertising efforts can
further be enhanced. Efforts to influence consumer attitude toward mobile advertising are worthwhile
for gaining sales and maintaining good relationships with customers. Mobile marketing is for the
present and for the future.
5.3
Conclusions
This research addresses the issues in mobile marketing, which has now gained a massive momentum
as the newest marketing trend. A theory-driven research framework based on related literature is
proposed to examine the effects of critical mobile advertisement features on customers’ responses.
These responses include their attitude toward mobile advertising and their intention to purchase the
product. Product involvement, proposed as a potential moderator, is factored in the research model to
provide additional knowledge. Once completed, the findings are expected to offer theoretical and
empirical insights to both researchers and practitioners.
References
Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision
processes, 50(2), 179-211.
Andrews, M., Luo, X., Fang, Z., and Ghose, A. (2015). Mobile ad effectiveness: Hyper-contextual
targeting with crowdedness. Marketing Science.
Bamba, F., and Barnes, S. J. (2007). Sms advertising, permission and the consumer: A study. Business
Process Management Journal, 13(6), 815-829.
Bauer, H. H., Reichardt, T., Barnes, S. J., and Neumann, M. M. (2005). Driving consumer acceptance
of mobile marketing: A theoretical framework and empirical study. Journal of Electronic
Commerce Research, 5(3), 181-192.
Brisoux, J. E., and Cheron, E. J. (1990). Brand categorization and product involvement. Advances in
Consumer Research, 17(1).
Campbell, D. E., and Wright, R. T. (2008). Shut-up i don't care: Understanding the role of relevance
and interactivity on customer attitudes toward repetitive online advertising. Journal of Electronic
Commerce Research, 9(1), 62.
Carroll, A., Barnes, S. J., Scornavacca, E., and Fletcher, K. (2007). Consumer perceptions and
attitudes towards sms advertising: Recent evidence from new zealand. International Journal of
Advertising, 26(1), 79-98.
Chan, Y. Y. (2011). Interplay of message framing, keyword insertion and levels of product
involvement in click-through of keyword search ads. International Journal of Advertising, 30(3),
399-424.
Chang, H. J., and Villegas, J. (2008). Mobile phone user's behavaviors: The motivation factors of the
mobile phone user. International Journal of Mobile Marketing, 3(2), 4-14.
Choi, Y. K., Hwang, J.-S., and McMillan, S. J. (2008). Gearing up for mobile advertising: A cross
culture examination of key factors that drive mobile message home to consumers. Psychology and
Marketing, 25(8), 756-768.
Chowdhury, H. K., Parvin, N., Weitenberner, C., and Becker, M. (2006). Customer attitude toward
mobile advertising in an emerging market: An empirical study. International Journal of Mobile
Marketing, 1(2), 33-41.
Cochrane, L., and Quester, P. (2005). Fear in advertising: The influence of consumers' product
involvement and culture. Journal of International Consumer Marketing, 17(2/3), 7-32.
doi:10.1300/J046v17n02•02
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information
technology. MIS quarterly, 319-340.
Fang, Z., Gu, B., Luo, X., and Xu, Y. (2015). Contemporaneous and delayed sales impact of
location-based mobile promotions. Information Systems Research, 26(3), 552-564.
Fei, X. (2008). The moderating effects of product involvement on situational brand choice. Journal of
Consumer Marketing, 25(2), 85-94.
Gao, Q., Rau, P.-L. P., and Gavriel, S. (2009). Perception of interactivity: Affects of four key variables
in mobile advertising. Journal of Human-Computer Interation, 25(6), 479-505.
Gao, Q., Rau, P.-L. P., and Salvendy, G. (2010). Measuring perceived interactivity of mobile
advertisements. Behavior and Information Technology, 29(1), 35-44.
Ghose, A., Ipeirotis, P. G., and Li, B. (2012). Designing ranking systems for hotels on travel search
engines by mining user-generated and crowdsourced content. Marketing Science, 31(3), 493-520.
Gotlieb, J. B., and Sarel, D. (1991). Comparative advertising effectiveness: The role of involvement
and source credibility. Journal of Advertising, 20(1), 38-45.
Haghirian, P., and Inoue, A. (2007). An advanced model of consumer attitudes toward advertising on
the mobile internet. International Journal Mobile Communications, 5(1), 48-67.
Haghirian, P., and Madlberger, M. (2005). Consumer attitude toward advertising via mobile device:
An empirical investigation among austrian users. European Conference on Information System.
Hwiman, C., and Xinshu, Z. (2003). Humour effect on memory and attitude: Moderating role of
product involvement. International Journal of Advertising, 22(1), 117-144.
Jay, N., and Morgan, M. (2007). Desperately seeking opt-in: A field report from a student-led mobile
marketing initiative. Journal of Mobile Marketing, 2(2), 53-57.
Korkut, A. O., and Anil, K. F. (2009). Understanding consumer attitudes toward mobile advertising
and its impact on consumers' behavioral intention: A cross-market comparison of united states and
turkish consumers. Journal of Mobile Marketing, 4(2), 43-51.
Lin, L.-Y., and Chen, C.-S. (2006). The influence of the country-of-origin image, product knowledge
and product involvement on consumer purchase decisions: An empirical study of insurance and
catering services in taiwan. Journal of Consumer Marketing, 23(5), 248-265.
Liu, Y., and Shrum, L. J. (2002). What is interactivity and is it always such a good thing? Implications
of definition, person, and situation for the influence of interactivity on advertising effectiveness.
Journal of Advertising, 31(4), 53-64.
Ma, J., Suntornpithug, N., and Karaatli, G. (2009). Mobile advertising: Does it work for everyone?
International Journal of Mobile Marketing, 4(2), 28-35.
MacKenzie, S. B., and Lutz, R. J. (1989). An empirical examination of the structural antecedents of
attitude toward the ad in an advertising pretesting context. The Journal of Marketing, 53(2), 48-65.
McQuarrie, E. F., and Munson, J. M. (1992). A revised product involvement inventory: Improved
usability and validity. Advances in Consumer Research, 19(1).
Mir, I. (2011). Consumer attitude towards m-advertising acceptance: A cross-sectional study. Journal
of Internet Banking and Commerce, 16(1), 1-22.
Moynihan, B., Kabadayi, S., and Kaiser, M. (2010). Consumer acceptance of sms advertising: A study
of american and turkish consumers. International Journal of Mobile Communications, 8(4),
392-410.
Nantel, J., and Sekhavat, Y. (2008). The impact of sms advertising on members of a virtuai
community. Journal of Advertising Research, 363-374.
Oh, L.-B., and Xu, H. (2003). Effect of multimedia on mobile consumer behavior: An empirical study
of location aware advertising. Paper presented at the twenty Fourth International Conference on
Information Systems.
Ohanian, R. (1991). The impact of celebrity spokesperson' perceived image on consumers' intention to
purchase. Journal of Advertising Research, 31(1), 46-54.
Sweeney, J. C., and Soutar, G. N. (2001). Consumer perceived value: The development of a multiple
item scale. Journal of retailing, 77(2), 203-220.
Te'eni-Harari, T., Lehman-Wilzig, S. N., and Lampert, S. I. (2009). The importance of product
involvement for predicting advertising effectiveness among young people. International Journal of
Advertising, 28(2), 203–229.
Teng, W., Lu, H.-P., and Yu, H. (2009). Exploring the mass adoption of third-generation (3g) mobile
phones in taiwan. Telecommunications Policy, 33(10/11), 628-641.
doi:10.1016/j.telpol.2009.07.002
Trung, T. (2014). Obtaining sustainable competitive advantage from customer loyalty: A perspective
of marketing–mix strategy and corporate social responsibility. Working paper, Department of
international business administration, College of Business Chinese Culture University
Tsang, M. M., Ho, S.-C., and Liang, T.-P. (2004). Consumer attitudes toward mobile advertising: An
empirical study. International Journal of Electronic Commerce, 8(3), 65-78.
Venkatesh, V., Morris, M. G., Davis, G. B., and Davis, F. D. (2003). User acceptance of information
technology: Toward a unified view. MIS quarterly, 425-478.
Waldt, D. L. R. V. d., Rebello, T. M., and Brown, W. J. (2009). Attitudes of young consumers towards
sms advertising. Journal of Business Management, 3(9), 444-452.
Wang, Y. S., Lin, H. H., and Luarn, P. (2006). Predicting consumer intention to use mobile service.
Information systems journal, 16(2), 157-179.
Wilson, A., Zeithaml, V. A., Bitner, M. J., and Gremler, D. D. (2012). Services marketing: Integrating
customer focus across the firm: McGraw Hill.
Wong, M. M. T., and Tang, E. P. Y. (2008). Consumer's attitude toward mobile advertising: The role
of permission. Review of Business Research, 8(3), 181-187.
Zhang, J., and Mao, E. (2008). Understanding the acceptance of mobile sms advertising among young
chinese consumers. Psychology and Marketing, 25(8), 787-805.