The Influence of Purchase Factors on the Malaysian Consumers' Attitude towards Mobile Advertising and its Impact on Purchase Intention: A Structural Equation Modeling Approach

摘要

The recent development of a global telecommunication technology provides a new mechanism for companies to promote their products and services. This modern electronic advertising concept is commercially known as mobile advertising. Despite its remarkable opportunities claimed by many quarters, the attitude of Malaysian consumers towards mobile advertising and their intention to purchase the advertised products and services remain unclear. A wise understanding is essential to ensure the effective use of this medium in the future. This study analyzed the influence of purchase factors including the type of products and services, price and timing on the consumers' attitude towards mobile advertising. Further to that, this study also examined the relationship between the consumers' attitude towards mobile advertising and their purchase intention. The convenience sampling technique was applied to obtain responses from the mobile phone users throughout Malaysia. It resulted in 856 usable responses. The analysis of Structural Equation Modeling (SEM) confirmed that the proposed conceptual model fits well within the context of Malaysian consumers. The results of SEM demonstrated significant relationships between the proposed predictors and the attitude towards mobile advertising. The consumers' attitude towards mobile advertising also affects their intention to purchase products and services. The study reveals several implications for theory and practice relating to the future development of the mobile advertising industry in this country.