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Effects of Mobile Text Advertising on Consumer Purchase Intention: A Moderated Mediation Analysis.

ABSTRACT: Mobile shopping is increasing in prevalence and has become a necessary part of many people's daily lives. However, one main channel for mobile shopping, mobile shopping applications (apps), has not been thoroughly investigated. This study focused on mobile text advertising delivered from mobile shopping apps using the intention to purchase as the dependent variable for testing its marketing effect. In the context of a promotion focus vs. a prevention focus, we used Higgins' regulatory focus theory combined with Ajzen's TPB and Herzog's U&G to analyze the mechanism by which consumers formulate an intention to purchase in a mobile advertising context. This empirical study surveyed 320 consumers who had made a purchase using a mobile shopping app in the previous month. The results showed that infotainment, irritation, and subjective norms were significantly associated with attitudes; in turn, attitudes mediated the impact of these three factors on the intention to purchase. Moreover, a high promotion focus not only strengthened the positive effect of infotainment on attitudes but also intensified the mediation effect of attitudes between infotainment and the intention to purchase. A high prevention focus also consolidated the negative effect of irritation on attitudes as well as reinforced the mediation effect of attitudes between irritation and the intention to purchase. Furthermore, attitudes, subjective norms, and perceived behavioral control collectively impacted the intention to purchase. These findings shed light on ways to customize goods information in mobile advertising and have strong theoretical and practical implications.

SUBMITTER: Hongyan L

PROVIDER: S-EPMC5481363 | biostudies-other | 2017

REPOSITORIES: biostudies-other

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Project description:BackgroundPhysician rating websites (PRWs) have become increasingly important in the cross-section between health and digitalization. Social influence plays a crucial role in human behavior in many domains of life, as can be demonstrated by the increase in high-profile influential individuals such as social media influencers (SMIs). Particularly in the health-specific environment, the opinion of family and friends has a significant influence on health-related decisions. However, so far, there has been little discussion about the role of social influence as an antecedent of behavioral intention to use PRWs.ObjectiveOn the basis of theories of social psychology and technology acceptance and theories from the economic perspective, this study aimed to evaluate the impact of social influence on the behavioral intention to use PRWs.MethodsWe conducted 2 studies by applying a mixed methods approach including a total of 712 participants from the Austrian population. The impact of social influence on the behavioral intention to use PRWs was investigated through linear regression and mediation and moderated mediation analysis using the PROCESS macro 4.0 in SPSS 27 (IBM Corp).ResultsThe 2 studies show similar results. In study 1, an experiment, no direct effect of social influence on the behavioral intention to use PRWs could be detected. However, an indirect effect of social influence on the behavioral intention to use PRWs via credibility (b=0.572; P=.005) and performance expectancy (b=0.340; P<.001) could be confirmed. The results of study 2, a cross-sectional study, demonstrate that social influence seems to have a direct impact on the behavioral intention to use PRWs (b=0.410; P<.001). However, when calculating the proposed mediation model, it becomes clear that this impact may partly be explained through the 2 mediator variables-credibility (b=0.208; P<.001) and performance expectancy (b=0.312; P<.001). In contrast to the observed direct and indirect effect, neither demographic nor psychographic variables have a significant moderating impact on the influencing chain in study 2.ConclusionsThis study provides an indication that social influence has at least an indirect impact on the behavioral intention to use PRWs. It was observed that this impact is exerted through credibility and performance expectancy. According to the findings of both studies, social influence has the potential to boost the use of PRWs. As a result, these web-based networks might be a promising future interface between health care and digitalization, allowing health care practitioners to gain a beneficial external impact while also learning from feedback. Social influence nowadays is not just limited to friends and family but can also be exerted by SMIs in the domain of PRW use. Thus, from a marketing perspective, PRW providers could think of collaborating with SMIs, and our results could contribute to stimulating discussion in this vein.

Project description:BackgroundExposure to traditional media (TV, radio, and newspapers) and the use of mobile as an interpersonal communication tool allow for a variety of information provision. The purpose of this study is to investigate how women's media and mobile access affect maternal health service (MHS) utilization. The study also aims to look into the moderated mediation effects of socioeconomic variables on the association mentioned above.MethodsThe study analyzed reproductive and media data of 5,011 ever-married women extracted from the latest nationally representative Bangladesh Demographic and Health Survey. Hierarchical logistic regression and moderated mediation analysis are performed to determine the association.ResultsOnly 26.9% of women used mobile for health service use, while more than 55% had media access. Media access is significantly associated with all three types of MHS use; mobile usage also has a significant association with antenatal and delivery care. When women have both access to media and mobile, the likelihood of delivering in a health facility increased by 1.82 times (AOR: 1.82, 95%CI: 1.51, 2.20) which is slightly better than having access to only one type of media channel. Women's education, household wealth, place of residence, religion, and current working status are among the socioeconomic factors associated with access to media and mobile. Women's education mediates the relationship of media and MHS; however, the mediation effect of women (β: .45; LLCI: .21, ULCI: .68) on the association of media and place of delivery is seen to be moderated by household wealth. Women who belong to well-off families moderates positively (Effect: .33, 95%CI: .27, .40) the education effect of media and where to deliver. Place of residence, another moderator, significantly moderates (Effect: .09, BootLLCI: .02, BootULCI: .16) the mediation effect of women's education on the association of media and antenatal care visits; women living in urban areas seems to have positively moderated the education effects on the mentioned association.ConclusionsProvision of media access and mobile use indicate better utilization of MHS in Bangladesh, and women's education mediates these relationships via the influence of household wealth and area of residence. Therefore, while planning interventions to increase MHS use, its relationships with the media and mobile use should be extrapolated. The collective use of these channels could be a catalyst for the success of health promotion initiatives to improve women's health behaviors, build community capacity, and create mass awareness that supports the optimal use of MHS in Bangladesh.

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Effects of Mobile Text Advertising on Consumer Purchase Intention: A Moderated Mediation Analysis.

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