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.
Lessons learned from i-mode: What makes consumers click wireless banner ads?
dc.contributor.author | Okazaki, Shintaro | |
dc.contributor.other | UAM. Departamento de Financiación e Investigación Comercial | es_ES |
dc.date.accessioned | 2016-01-18T13:27:29Z | |
dc.date.available | 2016-01-18T13:27:29Z | |
dc.date.issued | 2007-04-01 | |
dc.identifier.citation | Computers in Human Behavior 23.3 (2007): 1692-1719 | en_US |
dc.identifier.issn | 0747-5632 | |
dc.identifier.uri | http://hdl.handle.net/10486/669318 | en |
dc.description | 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.2006.03.018 | en_US |
dc.description.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. | en_US |
dc.description.sponsorship | The author thanks the Yoshida Hideo Memorial Foundation (Tokyo) for their finan- cial support and permission to use the dataset | en_US |
dc.format.extent | 29 pag. | es |
dc.format.mimetype | application/pdf | es_ES |
dc.language.iso | eng | en |
dc.relation.ispartof | Computers in Human Behavior | en_US |
dc.rights | © 2006 Elsevier Ltd. All rights reserved. | en_US |
dc.subject.other | Advertising | en_US |
dc.subject.other | Consumer behaviour | en_US |
dc.subject.other | i-Mode | en_US |
dc.subject.other | Innovation | en_US |
dc.subject.other | Internet | en_US |
dc.subject.other | Mobile device | en_US |
dc.title | Lessons learned from i-mode: What makes consumers click wireless banner ads? | en_US |
dc.type | article | en_US |
dc.subject.eciencia | Economía | es_ES |
dc.subject.eciencia | Empresa | es_ES |
dc.relation.publisherversion | http://dx.doi.org/10.1016/j.chb.2006.03.018 | |
dc.identifier.doi | 10.1016/j.chb.2006.03.018 | |
dc.identifier.publicationfirstpage | 1692 | |
dc.identifier.publicationissue | 3 | |
dc.identifier.publicationlastpage | 1719 | |
dc.identifier.publicationvolume | 23 | |
dc.type.version | info:eu-repo/semantics/acceptedVersion | en |
dc.rights.cc | Reconocimiento – NoComercial – SinObraDerivada | es_ES |
dc.rights.accessRights | openAccess | en_US |
dc.authorUAM | Okazaki Ono, Shintaro (271225) | |
dc.facultadUAM | Facultad de Ciencias Económicas y Empresariales |