Lessons learned from i-mode: What makes consumers click wireless banner ads?
Author
Okazaki, ShintaroEntity
UAM. Departamento de Financiación e Investigación ComercialDate
2007-04-01Citation
10.1016/j.chb.2006.03.018
Computers in Human Behavior 23.3 (2007): 1692-1719
ISSN
0747-5632DOI
10.1016/j.chb.2006.03.018Funded by
The author thanks the Yoshida Hideo Memorial Foundation (Tokyo) for their finan- cial support and permission to use the datasetEditor's Version
http://dx.doi.org/10.1016/j.chb.2006.03.018Subjects
Advertising; Consumer behaviour; i-Mode; Innovation; Internet; Mobile device; Economía; EmpresaNote
This is the author’s version of a work that was accepted for publication in Computers in Human Behavio. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Computers in Human Behavior 23.3 (2007) DOI http://dx.doi.org/10.1016/j.chb.2006.03.018Rights
© 2006 Elsevier Ltd. All rights reserved.Esta obra está bajo una licencia de Creative Commons Reconocimiento-NoComercial-SinObraDerivada 4.0 Internacional.
Abstract
This paper attempts to propose a structural model that integrates various factors influencing atti-tude towards wireless banner ads and intention to access them. This model is applied to empirical data of Japanese mobile users sampled in the greater Tokyo area. First, structural equation model-ling is used to test the baseline model. The results show that the model explains mobile users’ perceptual antecedents and consequences well, with all structural paths statistically significant. Second, in the attempt to identify different mobile user groups, a probabilistic cluster analysis is performed. This results in three-cluster groups, consisting of (1) housewives and part-timers, (2) mid-dle-aged white-collar workers and professionals, and
(3) students and ‘‘parasite singles’’. Finally, multigroup analysis is used to examine whether the model operates invariantly across the three-clus-ter groups. The results indicate significant differences in the paths associated with consumer innova-tiveness and perceived entertainment between the groups. In closing, managerial implications and future research directions are discussed, while important limitations are recognised.
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