Customers’ Intrinsic and Extrinsic Motivations in Mobile Advertising

• 발행기관: 전남대학교 생활과학연구소
• 저자명: Alma Mehanovic Maricela Martinez Hanin Almuzaini Sua Jeon
• 간행물 정보: 『生活科學硏究』生活科學硏究 第29輯, 67~78쪽, 전체 12쪽
• 주제분류: 자연과학 > 생활/식품과학
• 파일형태: PDF
• 발행일자: 2019.12.31

영문 초록

Based on the two theories brand equity and theory of reasoned action it has been statistically proven that customers intrinsic and extrinsic motivations lead to intention to buy and brand loyalty when viewing a mobile advertising. There are 5 factors that were tested to see if this is true. Based on the literature review these 5 consist of (1) personalization, (2) informative-ness, (3) social influence, (4) attractiveness, and (5) entertainment. The first 3 were tested in response to intention to buy and the last two were tested for brand loyalty. Based on previous research from the literature review there were about 50 questions that were asked in the survey that pertained to the 5 listed factors. By using the Likert scale along with demographics questions, we were able to come up with nominal, ordinal, interval, and ratio questions when put into the SPSS system. From the results, there were 150 participants who responded to the survey via Qualtrics out of all the participants only 90 were tested who were Millennials. There were some interesting results that were gathered we found that males have a more favorable attitude towards advertising such as finding the ads more enjoyable and humorous. This was also found to be true in Wolin (2016) article that is a part of our literature review. However, this study discovered that women purchase more than men when it comes too mobile advertising.

목차

Ⅰ. Introduction

Ⅱ. Literature Review

Ⅲ. Methodology

Ⅳ. Data Analysis & Results

Ⅴ. Conclusion

References

키워드

Millennials Mobile Advertising Motivation