MOBILE ADVERTISING EFFECT: INVESTIGATING FACTORS AFFECTING THE USAGE OF MOBILE PAYMENT

Year 2017, Volume: 4 Issue: 1, 17 - 29, 30.03.2017

Ching-Wei Ho Yu-Bing Wang Chun Hao Fang

https://doi.org/10.17261/Pressacademia.2017.376

Abstract

Purpose- The purpose of this study is to
build a set of hypotheses and a novel conceptual model around the adoption of
mobile payment. In brief, it is to discuss how mobile advertisement effect
affects the intention to use the mobile payment.

Methodology- The study aims to apply a partial
least squares (PLS) path modeling technique to demonstrate exploring the
relationship between mobile trust and involvement along with customers’ attitude
and mobile payment intention.

Findings- The findings revealed that for the
online marketing strategy of mobile advertisement environment, with mobile
trust and product involvement, it could be an effective contribution for the
online marketers to increase the intention to use mobile payment and customer
attitude.

Conclusion- It was concluded that consumers
used to receive the mobile advertisement easily.  The level of product involvement and customer
attitude also influence the credibility toward the consumers, and extend the
information to every hierarchy of customers. 

Keywords

Mobile advertisement effect, mobile trust, product involvement, customer attitude, mobile payment intention

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