Analyzing Consumer Loyalty of Mobile Advertising: A View of Involvement, Content, and Interactivity and the Mediator of Advertising Value

摘要

Mobile commerce has been growing popular recently and mobile advertising is one of the important aspects in marketing. Advertising value is an important criterion for measuring its success. Previous studies have focused on message content or technology use. The purpose of mobile advertising is to provide personalized information for consumers. Individual beliefs thus play an important role in identifying advertising value. Three major concerns arise for advertising value, personal involvement, message content, and user interactivity. However, advertising value may be temporary to define advertising effectiveness. Consumer loyalty is defined as the target for rapid growth and proliferation of advertisements. Based on these issues, this study thus proposes a novel research model for defining the relationship structure for the key drivers, advertising value and customer loyalty, in a m-commerce. The empirical results show important links among these components and advertising value acts as a critical mediator in realizing consumer loyalty.