Mañana, JUEVES, 24 DE ABRIL, el sistema se apagará debido a tareas habituales de mantenimiento a partir de las 9 de la mañana. Lamentamos las molestias.
Exploring gender effects in a mobile advertising context: On the evaluation of trust, attitudes, and recall
Publisher
© Springer Science + Business Media, LLC 2007Date
2007-12-01Citation
10.1007/s11199-007-9300-7
Sex Roles 57.11 (2007): 897-908
ISSN
0360-0025DOI
10.1007/s11199-007-9300-7Editor's Version
http://dx.doi.org/10.1007/s11199-007-9300-7Subjects
Advertising; Attitude; Internet; Mobile device; Economía; EmpresaNote
The final publication is available at Springer via http://dx.doi.org/10.1007/s11199-007-9300-7Rights
© Springer Science + Business Media, LLC 2007Esta obra está bajo una licencia de Creative Commons Reconocimiento-NoComercial-SinObraDerivada 4.0 Internacional.
Abstract
Abstract This study examines how gender affects mobile advertising acceptance in Japan. Drawing upon cultural,
socioeconomic, and industry-specific factors, five hypoth- eses and two research questions are formulated for four
dependent variables (trust, attitude toward the ad, attitude toward the brand, and ad recall) and two independent variables
(gender and ad type). User frequency was considered a covariate. An empirical survey was conducted in Japan: Forty
thousand respondents were randomly selected, and 3,254 responses were received. Two mobile campaigns (one durable
and one nondurable good) were used as stimuli. Multivariate data analysis found significant multivariate effects as well as
univariate effects. There was a significant interaction effect of gender and ad type on ad recall. In closing, the study’s
implications are discussed.
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Google Scholar:Okazaki, Shintaro
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Okazaki, Shintaro
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