Antecedents and consequences of attitude toward mobile advertising: The spanish case study

  1. Izquierdo-Yusta, A. 1
  2. Olarte-Pascual, M.C. 2
  3. Reinares-Lara, E.M. 3
  1. 1 Universidad de Burgos
    info

    Universidad de Burgos

    Burgos, España

    ROR https://ror.org/049da5t36

  2. 2 Universidad de La Rioja
    info

    Universidad de La Rioja

    Logroño, España

    ROR https://ror.org/0553yr311

  3. 3 Universidad Rey Juan Carlos
    info

    Universidad Rey Juan Carlos

    Madrid, España

    ROR https://ror.org/01v5cv687

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Libro:
Studies in Fuzziness and Soft Computing

Editorial: Springer

ISBN: 978-364230456-9

Año de publicación: 2012

Volumen: 286

Páginas: 297-312

Tipo: Capítulo de Libro

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DOI: 10.1007/978-3-642-30457-6_19 SCOPUS: 2-s2.0-84864129468 GOOGLE SCHOLAR

Resumen

The aim of this paper is to study in depth the antecedents and consequences of attitude toward mobile advertising. With this aim, a causal model for measuring attitudes and intentions toward mobile advertising will be tested. For this purpose, the theoretical model proposed considers the influence of Control, Reference groups, the perception of Added-value and the perception of Ease of use over the Attitudes toward mobile advertising, and the relationship of these Attitudes with the Emotions/Experiences and Intentions generated from it. The research has been conducted over a sample of 612 subjects that receive advertising on their mobile phone and are representative of the Spanish market. The results highlight that attitude exercises a positive influence on the intention of receiving mobile advertising. © 2012 Springer-Verlag Berlin Heidelberg.