EFFECTS OF MULTIMEDIA ON MOBILE CONSUMER BEHAVIOR: AN EMPIRICAL STUDY OF LOCATION-AWARE ADVERTISING

Proceedings of the International Conference on Information Systems, ICIS 2003

Volumn , Issue , 2003, Pages 679-691

  Oh, Lih Bin ^a   Xu, Heng ^a  

^a NATIONAL UNIVERSITY OF SINGAPORE   (Singapore)

Author keywords

consumer behavior; location aware advertising; Mobile commerce; multimedia

Indexed keywords

LOCATION; MOBILE COMMERCE; MOBILE TELECOMMUNICATION SYSTEMS;

ADVERTIZING; COMMERCIAL VIABILITY; DEVICE TECHNOLOGIES; EMPIRICAL STUDIES; LOCATION-AWARE; LOCATION-AWARE ADVERTIZING; MOBILE CONSUMER BEHAVIOUR; MULTIMEDIUM; POSITIONING TECHNOLOGIES; THIRD GENERATION MOBILE NETWORKS;

CONSUMER BEHAVIOR;

EID: 84941809610     PISSN: None     EISSN: None     Source Type: Conference Proceeding    
DOI: None     Document Type: Conference Paper

References (43)

1. Bagui, S. “Reasons for Increased Learning Using Multimedia,” Journal of Educational Multimedia and Hypermedia (7:1), 1998, pp. 3-18.
2. Baker, J., Levy, M., and Grewal, D. “An Experimental Approach to Making Retail Store Environmental Decisions,” Journal of Retailing (68), Winter 1992, pp. 445-460.
3. Barwise, P., and Strong, C. “Permission-Based Mobile Advertising,” Journal of Interactive Marketing (16:1), Winter 2002, pp. 14-24.
4. Baumgartner, H. “Toward a Personology of the Consumer,” Journal of Consumer Research (29), September 2002, pp. 286-292.
5. Beerli, A., and Santana, M. D.J. “Design and Validation of an Instrument for Measuring Advertising Effectiveness in the Printed Media,” Journal of Current Issues and Research in Advertising (21:2), 1999, pp. 11-30.
6. Benbasat, I., and Dexter, A.S. “An Investigation of the Effectiveness of Color and Graphical Information Presentation under Varying Time Constraints,” MIS Quarterly (10:1), 1986, pp. 59-83
7. Brown, P. S., and Stayman, M. D. “Antecedents and Consequences of Attitude toward the Ad: A Meta-Analysis,” Journal of Consumer Research (19:1),1992, pp. 34-51.
8. Campbell, D. T., and Fiske, D. W. “Convergent and Discriminant Validation by the Multitrait-Multimethod Matrix,” Psychological Bulletin (56:1), 1959, pp. 81-105.
9. Chen, Q., and Wells, W. “Attitude toward the site,” Journal of Advertising Research (39), 1999 pp. 27-37.
10. Chin, W. W. “The Partial Least Squares Approach to Structural Equation Modeling,” in Modern Methods for Business Research, G. A. Marcoulides (ed.), Lawrence Erlbaum Associates, Mahwah, NJ, 1998, pp. 295-336.
11. Cook, M., and Campbell, D. T. Quasi-Experimentation: Design and Analysis Issues for Field Settings, Houghton Mifflin, Boston, 1979.
12. Ducoffe, R. H. “Advertising Value and Advertising on the Web,” Journal of Advertising Research (36), 1996, pp. 21-35.
13. Fernandez, K. V., and Rosen, D. L. “The Effectiveness of Information and Color in Yellow Pages Advertising,”Journal of Advertising (29:8), 2000, pp. 61-73.
14. Fishbein, M., and Ajzen, I. Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research, Addison-Wesley Publishing Company, Reading, MA, 1975.
15. Fornell, C., and Bookstein, F. L. “Two Structual Equation Models: LISREL and PLS Applied to Customer Exit-Voice Theory,” Journal of Maketing Research (19:11), 1982, pp. 440-452.
16. Kerlinger, F. N. Foundations of Behavioral Research, Holt, Rinehart and Winston, Fort Worth, TX, 1986.
17. Kölmel, B., and Alexakis, S. “Location Based Advertising,” in Proceedings of the First International Conference on Mobile Business, Athens, Greece, July 2002 (available online at http://www.mobiforum.org/proceedings/papers/13/13.5.pdf).
18. Koufaris, M. “Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior,” Information Systems Research (13:2), June 2002, pp. 205-223.
19. Li, N., and Zhang, P. “Consumer Online Shopping Attitudes and Behavior: An Assessment of Research,” in Proceeding of Eighth Americas Conference on Information Systems, R. Ramsower and J. Windsor (eds.), Dallas, TX, August 2002, pp. 508-517.
20. Lichtenstein, D. R., Netemeyer, G. R., and Burton, S. “Distinguishing Coupon Proneness from Value Consciousness: An Acquisition-Transaction Utility Theory Perspective,” Journal of Marketing (54), July 1990, pp. 54-67.
21. Levie, W., and Lentz, R. “Effects of Text Illustrations: A Review of Research,” Educational Communication and Technology Journal (30), 1982, pp. 195-232.
22. Lim, K. H., Benbasat, I., and Ward, M. L. “The Role of Multimedia in Changing First Impression Bias,” Information Systems Research (11:2), June 2000, pp. 115-136.
23. Lohse, G. L., and Rosen, D. L. “Signaling Quality and Credibility in Yellow Pages Advertising: The Influence of Color and Graphics on Choice,” Journal of Advertising (30:2), 2001, pp. 73-85.
24. Macavinta, C. “Privacy Fears Raised by DoubleClick Database Plans,” CNET News.com, January 25, 2000.
25. Mackenzie, S. B., Lutz, J. R., and Belch, E. G. “The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations,” Journal of Marketing Research (23:2), 1986, pp. 130-143.
26. Nowak, G. J., and Phelps, J. “Direct Marketing and the Use of Individual-Level Consumer Information: Determining How and When ‘Privacy’ Matters,” Journal of Direct Marketing (11:4), Fall 1997, pp. 94-108.
27. nd ed.), McGraw-Hill, New York, 1978.
28. Okechuku, C., and Wang, G. “The Effectiveness of Chinese Print Advertisement in North America,” Journal of Advertising Research (28), October/November 1988, pp. 25-34.
29. nd ed.), Prentice-Hall, Inc., Englewood Cliffs, NJ, 1991.
30. Pedersen, E. P. “Adoption of Mobile Internet services: An Exploratory Study of Mobile Commerce Early Adopters,” Journal of Organizational Computing and Electronic Commerce, 2003 (forthcoming).
31. Poropudas, T. “SMS Marketing Works and is Here to Stay,” Mobile CommerceNet, 2002 (available online at http://www.mobile.commerce.net).
32. Putrevu, S., and Lord, R. K. “Comparative and Noncomparative Advertising: Attitude Effects Under Cognitive and Affective Involvement Conditions,” Journal of Advertising (23), June 1994, pp. 77-90
33. Ray, M. “Marketing Communication and the Hierarchy of Effects,” in New Models for Communication Research, P. Clarke (ed.), 1973, pp. 146-175.
34. Rokeach, M. Beliefs, Attitudes, and Values: A Theory of Organization and Change, Jossey-Bass, San Francisco, 1972.
35. Rosenberg, M. J. “An Analysis of Affective–Cognitive Consistency,” in Attitude Organization and Change, C. I. Hovland and M. J. Rosenberg (eds.), Yale University Press, Inc., New Haven, CT, 1960, pp. 15-64.
36. Shimp, T. A. “Attitude Towards the Ad as a Mediator of Consumer Brand Choice,” Journal of Advertising (10:2), 1981, pp. 9-15.
37. Tam, E. C., Hui, K. L., and Tan, B. C. Y. “What Do They Want? Motivating Consumers to Disclose Personal Information to Internet Businesses,” in Proceeding of Twenty-Third International Conference on Information Systems, L. Applegate, R. Galliers, and J. I. DeGross (eds.), Barcelona, Spain, December 2002, pp. 11-21.
38. Teo, H. H., Oh, L. B., Liu, C. H., and Wei, K. K. “An Empirical Study of the Effects of Interactivity on Web User Attitude,” International Journal of Human-Computer Studies (58:3), 2003, pp. 281-305.
39. Ververidis, C., and Polyzos, C. G. “Mobile Marketing Using a Location Based Service,” in Proceedings of the First International Co n f e r e n c e o n Mo b i l e Bu s i n e s s, At h e n s, Gr e e c e, J u l y 2 0 0 2 ( a v a i l a b l e o n l i n e a t http://www.mobiforum.org/proceedings/papers/13/13.2.pdf).
40. Wallace, P., Hoffmann, A., Scuka, D., Blut, Z., and Barrow, K. i-Mode Developer’s Guide, Addison-Wesley, Boston, 2002, pp. 186-200.
41. Wetzel, C. D., Radtke, P. H., and Stern, H. W. Instructional Effectiveness of Video Media, Lawrence Erlbaum, Hillsdale, NJ, 1994.
42. th Hawaii International Conference on System Sciences, IEEE Computing Society Press, Los Angeles, CA, January 2003, pp. 90-99.
43. Zhang, Y. “Responses to Humorous Advertising: The Moderating Effect of Need for Cognition,” Journal of Advertising (25), Spring 1996, pp. 15-32.