||Perceived Usefulness, Product Involvement and Its Impact toward Mobile Advertising: Gender as a Moderator
||Perceived Usefulness, Product Involvement and Its Impact toward Mobile Advertising: Gender as a Moderator
||Institute of International Management (IIMBA--Master)
||Kher-Sing Low Hsu
Consumer attitude toward mobile advertising.
The mobile phone market is growing rapidly and increasingly becoming one of the most influential marketing media since the introduction of communication technology and the internet. The great range of functionality makes the mobile phone an important device. Mobility is seen as a status symbol and mobile phones serve as accessories and channels for individuals to express themselves. The penetration of the mobile phone is coming on apace. It grows along with the technology innovations, creates opportunities for the marketing, the mobile advertising. It has become one of the most important and effective advertising today. Therefore, many marketers and advertiser have noticed this convenient personal device as a powerful media for direct marketing. In current research questionnaire were employed paper-based survey and web-based survey. The questions are adopted from the existing studies and had been tested previously and were modified to suit the context of this study. A total of 277 respondents from Asian countries, 90 respondents from European countries were participating in this survey. Based on the results of this study were drawn conclusions on intention to use mobile advertising and moderating tole of gender in it.
TABLE OF CONTENTS
TABLE OF CONTENTS III
LIST OF TABLES V
LIST OF FIGURES VI
CHAPTER ONE INTRODUCTION 1
1.1 Research Background. 1
1.2 Mobile Market. 2
1.3 The Motivations. 5
1.4 Research Contribution and Objective. 7
1.5 Researches Structure. 8
CHAPTER TWO LITERATURE REVIEW 9
2.1 Previous Studies on Mobile Advertising. 9
2.2 Perceived Usefulness. 11
2.3 Product Involvement. 12
2.4 Theory Planned Behavior. 14
2.4.1 Attitude toward Mobile Advertisement. 16
2.4.2 Subjective Norm. 17
2.4.3 Perceived Behavioral Control. 18
2.5 Moderators. 19
2.5.1 Gender. 20
2.6 Conceptual Framework. 23
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 24
3.1 Measurement Development. 24
3.2 Data Collection and Sampling Method. 30
3.3 Method of Analysis. 30
3.3.1 Structure Equation Modeling (SEM). 30
3.3.2 Testing Moderation. 32
CHAPTER FOUR RESEARCH RESULTS 33
4.1 Descriptive Analysis. 33
4.1.1 Sample and Data Collection. 33
4.1.2 Descriptive Statistic. 33
4.1.3 Characteristics of Respondents. 35
4.2 Confirmatory Factor Analysis. 36
4.2.1 Model Fit Results. 36
4.2.2 Construct Validity. 37
4.3 Structural Equation Modeling. 40
4.4 The Moderating Effects. 42
CHAPTER FIVE DISCUSSION AND FUTURE RESEARCH 48
5.1 Research Conclusion and Discussions. 48
5.2 Research Contributions and Implications. 52
5.3 Limitations and Future Research. 53
5.4 Conclusion. 54
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