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Asian Academy of Management Journal, Vol. 19, No. 2, 87–10, 201!

ATTITUDES TOWARD MOBILE ADVERTISING:

A STUDY OF MOBILE WEB DISPLAY AND

MOBILE APP DISPLAY ADVERTISING

Tri Dinh Le* and Bao-Tran o N!"#en

"c#ool of $usiness, %nternational &ni'ersity,

Vietnam National &ni'ersity, (o )#i Min# )ity, Vietnam

*Corresponding author: [email protected]

ABSTRA$T

*#e ra+id de'elo+ment of smart+#ones #as resulted in t#e increasing use of moile

de'ices to deli'er ad'ertisements for +roducts and ser'ices. Many firms in Vietnam #a'e

in'ested numerous resources in t#is field, and an in-de+t# understanding of moile

ad'ertising is necessary to de'elo+ a successful moile ad'ertising strategy. $ased on t#e

eisting literature regarding attitudes to/ard moile ad'ertising, a uestionnaire /as

constructed to illustrate t#e factors affecting consumer attitudes to/ard ad'ertisements

on t#e moile /e and moile a++lications. A sur'ey of 20 +artici+ants /as conducted

in t#is study using t#e con'enience sam+ling met#od. *#e findings of t#is study s#o/ t#at

alt#oug# many users do not #a'e +ositi'e feelings to/ard ad'ertising, t#ey cannot ignore

t#e im+ortance of moile ad'ertising. %f moile ad'ertisers can +resent crediility and

entertainment in t#eir ad'ertisements, consumers are /illing to 'ie/ t#e ads and e

influenced to uy +roducts and ser'ices. %m+lications and suggestions for furt#er studies

are also +ro'ided in t#is study.

%e#&ord': mobile advertising, customer attitude, mobile marketing, Vietnam

INTRODU$TION

The development of high-tech devices has led to a change in consumers’ habits

over time. ith the proliferation of tablets and smartphones, mobile devices have

become the top channel for media. Vietnamese people spend !"# of their time

$%." hours& dail' on mobile devices, (hich is even more than on TV $)"#& or

desktop computers $+#&. obile devices pla' an important role in consumer

behaviour. alf of mobile (eb users are most impacted b' mobile advertisements

(hen making purchase decisions, and three-uarters of users feel comfortable

(ith mobile advertising through TV or online ads $/nobi, )0)&.

1 2sian 2cadem' of anagement and 3enerbit 4niversiti 5ains ala'sia, )0%

mailto:[email protected]:[email protected]

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*ri in# 3e and $ao-*ran (o Nguyen

These statistics sho(ed that mobile advertising is the advertising form of the

future. To take advantage of this opportunit', marketers are giving more attention

to mobile advertising. There are ). billion adverts served on mobile devices$6emp, )0)&. obile advertising can cover a (ide range of audiences of all

ages, locations and occupations $ilska, )00!&. To full' take advantage of

mobile advertising, a stud' on consumers’ attitudes to(ard mobile advertising is

necessar' to attract target audiences and improve the effectiveness of

advertisements $7auer, 8eichardt, 7arnes, 9 eumann, )00"&.

5tudies of consumer attitudes to(ard mobile advertising (ere conducted in man'

countries, but there has been no similar research in Vietnam. 2dditionall',

because of rapid changes in technolog', most of the research has focused on 55

advertising and does not include ne( t'pes of mobile advertising such as mobile(eb banner or mobile application advertising $Carroll, 7arnes, 5cornavacca, 9

;letcher, )00ectives of this research are as follo(s:

. To evaluate the overall attitudes of mobile users to(ard mobile

advertising.). To investigate the factors underl'ing consumers’ attitudes.

The follo(ing uestions (ill serve as a basis for addressing the primar' research:

. hat are consumers’ attitudes to(ard mobile advertising?

). hich underl'ing factors of mobile advertising contribute to consumers’

attitudes?

The findings of this stud' could be applied in man' cases for man' users:

advertisers, marketers, mobile advertising net(orks, and (ebsite and mobile

application developers $Tsang, o, 9 iang, )00%&. /t can help advertisers and

marketers to create better mobile marketing strategies and better advertising

design. obile advertising net(orks can refer to this research to advise their

clients and offer effective solutions.

;urthermore, the research on consumers’ attitudes is the basic foundation for

further research on consumer behaviour to(ard mobile advertising. 7ased on the

results of this research, studies that determine other factors affecting attitudes can

++

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+A

Attitudes *o/ard Moile Ad'ertising

be conducted to reveal more accurate insights into attitudes to(ard mobile

advertising. 2nother related further research direction involves studies on

consumer attitudes to(ards advertised brands on mobile advertising, consumers’ behavioural intention, and actual behaviour $2>Ben 9 ;ishbein, A+0&.

LITERATURE REVIEW

Mo(i)e Ader+i'in!

obile advertising communicates (ith the target audiences via a handset. There

are man' t'pes of mobile advertising. The popularit' of these forms has changed

over time. 2ccording to aghirian and /noue $)00

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A0

people is more compleE than (hether the' simpl' like or dislike an ob>ect. To

have a comprehensive vie( of attitudes, the 27C odel of 2ttitudes (as

developed. This model divides attitudes into three components: 2ffect, 7ehaviour

and Cognition, (hich are referred as the verbs Ffeel, do and thinkG. 2ffect is the

feeling of a consumer about an ob>ect. 7ehaviour refers the intention of theconsumer to do something. otice that the meaning of behaviour in this model is

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the intention, not the actual behaviour. Cognition is (hat a consumer believes

about an ob>ect. These three components have a close relationship (ith each

other. Depending on the situation, the relative impact of these components,kno(n as hierarchies of effects, are diversified $5olomon, )0!&.

5imilar to the 27C odel, 2aker, 6umar and Da' $)000& break do(n an attitude

into three components: cognitive and kno(ledge, affective or liking and intention

or action components. Cognitive, or kno(ledge, represents a person’s

information about an ob>ect. The affective, or liking, component summarises a

person’s overall feelings to(ard an ob>ect, situation, or person. The intention, or

action, component refer to a person’s eEpectation of future behaviour to(ard an

ob>ect $2aker et al., )000&.

A++i+"de' +o&ard Mo(i)e Ader+i'in!

2ttitude to(ard advertising is defined as a learned predisposition to respond in a

consistentl' favourable or unfavourable manner to(ard advertising in general.

Consumer attitudes to(ard advertising tend to affect their attitudes to(ard

specific advertisements $ac6enBie 9 ulB, A+A&. an' researchers around the

(orld have developed man' models that point out determinants of attitudes

to(ard advertising. 5ome of them are listed in Table .

;actors underl'ing consumers’ attitudes differ among various forms of advertising and a variet' of other factors. 7ecause this stud' concerns mobile

(eb displa's ads and in-app ads, mobile advertising throughout the research is

considered a part of internet advertising. /n an article about advertising value and

advertising on the (eb $Ducoffe, AAH&, (hich is most appropriate and applicable

to the conteEt of the stud', three perceptual antecedents $/nformativeness,

Intertainment and /rritation& influence ho( consumers assess the value of (eb

advertising. 2dditionall', the findings of this research also noted that consumers’

assessments of value have a significant impact on their overall attitudes.

Therefore, /nformativeness, Intertainment and /rritation are factors that should

be considered (hen eEamining attitudes to(ard mobile advertising.

Conseuentl', the h'pothesised additional variable of Credibilit' (as added to

the Ducoffe model in an article, C'berspace advertising vs. other media $7racket

9 Carr, )00&, and tested to sho( that it strengthened this model. This research

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(ill focus on four h'pothesised factors: /nformativeness, Intertainment, /rritation

and Credibilit'.

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Table

4re'ious studies of attitudes to/ard ad'ertising

Title of stud' ;actors affecting attitude to(ard advertising2dvertising value and advertising onthe (eb $Ducoffe, AAH&

/nformativeness, Intertainment, /rritation

The influence of personalisation inaffecting consumer attitudes to(ardmobile advertising in China $Ju,)00o'ment of the message $Ju, )00orit' of respondents agree that the' like to

look at most of the advertisements to (hich the' are eEposed. 3ractical situations

have sho(n that entertainment like humour easil' attracts consumers. ith a

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variet' of entertainment tools like music, games, and visuals, mobile advertising

is a promising form for entertaining advertising. Therefore, entertainment ma' be

a factor influencing attitudes to(ard mobile advertising. 8esearch has found that

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people’s feelings of en>o'ment associated (ith advertisements pla'ed the

strongest role in accounting for their overall attitudes to(ard advertising

$5havitt, o(re', 9 aefner, AA+&.

Irritation

The meaning of /rritation is the state of feeling anno'ed, impatient, or slightl'

angr' $Ducoffe, AAH&. The feeling of having 'our intelligence insulted, anno'ing

messages and irritating stimuli are elements in irritation $7racket 9 Carr, )00&.

/nternet advertising is considered to be less irritating than general advertising

because the interactivit' of internet advertising allo(s consumers to tailor the ad

to meet their individual needs $5cholosser, 5havitt, 9 6anfer, AAA&. This

assumption ma' hold true (ith mobile advertising.

Credibility

2dvertising credibilit' is defined as consumers’ perceptions of the truthfulness

and believabilit' of advertising in general $Ju, )00

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5igure 1. 3roposed model of attitudes to(ard mobile advertising

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7ased on the relationship bet(een underl'ing factors and attitudes to(ard mobile

advertising described in the theoretical frame(ork, the follo(ing h'potheses

(ere developed:

: /nformativeness has a positive impact on attitudes to(ard mobile

advertising.

): Intertainment has a positive impact on attitudes to(ard mobileadvertising.

!: /rritation has a negative impact on attitudes to(ard mobile

advertising.

%: Credibilit' has a positive impact on attitudes to(ard mobileadvertising.

METODOLOGY

Da+a $o))e.+ion and Sa,0)in! Me+hod

The primar' data in this research consists of data retrieved from a uestionnaire,

(here kno(ledge about attitudes and behaviour (as obtained. The target

respondents of this stud' (ere mobile users, especiall' those (ho often interact

(ith advertisements on mobile (eb sites and applications. That means the' are

uite familiar (ith internet resources like email and (eb sites $Couper, )000&.

ence, the chosen data collection method in this research (as a (eb-based

surve' and mail surve'. Lnline surve' sites like Koogle ;orm also support the

reuired uestions, (hich reduces the probabilit' of missed ans(ers $Couper,

)000&.

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The uestionnaires (ere provided on a variet' of forums, social net(orks and

different t'pes of (eb sites: school and universit' forums, ;acebook, Ming e,

forums about cellphones, technologies, (omen, and, in particular, (ebsites that

support mobile platforms. Malo, a mobile application, (as also a source of

respondents. oreover, paper-based uestionnaires (ere also used to reachinactive mobile users. These are people (ho use mobile devices to read ne(s or

collect information and did not interact (ith the above surve'= paper-based

uestionnaires (ere published in public places such as 3ublic 3ark.

2 total of )"0 uestionnaires (ere distributed, and )!

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outliers. Therefore, onl' )0H valid uestionnaires (ere used during data anal'sis.

The response rate (as +)#.

Mea'"re,en+ and Da+a Ana)#'i'

7ased on research ob>ectives, the information reuirements (ere listed to

navigate the uestionnaires. 2ll of them (ere revised again after additional

secondar' data collection and eEplorator' research. The uestionnaire follo(ed

the basic guidelines for seuencing a uestionnaire: from general to specific,

from broad to narro(, from simple to complicated. /t included screening

uestions, focused ikert scale uestions and demographic uestions.

The decision of data anal'sis techniues depends on the t'pes of uestion and theob>ectives of the research. /n this paper, each uestion (as first anal'sed b'

tabulating the data. eEt, the h'pothesis (as tested b' various statistical

techniues such as reliabilit' test, factor anal'sis, correlation test and multiple

linear regressions. These techniues (ill be discussed more detail in the research

findings.

Internal Consistency Test : The /nternal Consistenc' Test is one of the reliabilit'

tests in this stud'. Cronbach’s alpha, (hich is a common measure of internal

consistenc', (as applied in this research. This test (as used to determine the

level of support for each variable’s inclusion in the anal'sis. hen interpretingthe result of Cronbach’s alpha, the Cronbach’s alpha eual to or over 0.< is

considered as acceptable. /tems (hose CronbachNs alpha coefficient increases

appreciabl' (ill be considered for removal.

Factor Analysis: Common factor anal'sis is a common procedure of factor

anal'sis. The purpose of this techniue is to investigate the underl'ing meaning

of items. ;actor anal'sis transforms lists of items into ne( variables that are not

correlated and emphasise the same meaning. The number of ne( variables is

reduced as much as possible. To test the factor anal'sis again, a correlation test

(ill be run after the factor anal'sis. Kenerated components are then rotated b'

VarimaE rotation. To sum up, the number of components and items be'ond the

components (ill be established.

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Multiple Regression Analysis: Lne of the main ob>ectives of this thesis is to

determine the predictor factors of attitudes to(ard mobile advertising, and

multiple linear regressions is the chosen techniue. ultiple 8egressionsOan

eEtension of 5imple inear 8egressionOallo(s predicting dependent variables,

(hich are attitudes to(ard mobile advertising based on independent variablesresulting from the previous techniues. /t also determines the percentages of

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model fit, and total variance is eEplained. The measures of items are "-likert

scales and meet the reuirement of scale for this anal'sis.

SAMPLE DES$RIPTION

;our demographic variables, gender, age, education and income, (ere measured

in this surve'. The summar' of these demographic characteristics is described in

Table ). /t can clearl' be seen that most respondents are from + to %0 'ears old.

;emale respondents far outnumber male respondents. The ma>orit' of

respondents are in college or graduate college and have an income less than

0 million Vietnam Dong $VD& per month $approEimatel' "00 45D&.

Table )

emogra+#ic c#aracteristics of t#e sam+le

Variables ;reuenc' Valid 3ercent

Kender ale

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4sing apps !0 ".)

3la'ing games A %."

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2dditionall', characteristics relating to the using of mobile devices are identified.

2lmost all respondents o(n at least one mobile device. The' spend most of their

time using mobile devices for a variet' of purposes, but phone calling andans(ering, (hich is the basic function of a mobile phone, seem to be the main

reasons behind mobile device use. Lther purposes, like (eb surfing and using

mobile applications, also use a significant proportion of their time on mobile

devices. Thus, it is meaningful to investigate attitudes to(ard advertising on

(ebsites and applications.

RESEAR$ FINDINGS

Re)ia(i)i+# Ana)#'i'

2 reliabilit' test is the first step in anal'sing data. The aim of this test is to check

the correlation among the items and reduce the items be'ond variables if the' are

not reliable. Cronbach’s alpha anal'sis (as used to test the reliabilit' of the five

variables: 2ttitudes to(ard obile 2dvertising, /nformativeness, Intertainment,

/rritation and Credibilit'.

Attitudes toward Mobile Advertising: Cronbach’s alpha (ould be much greater

$0.

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Credibility: The fifth item FClear, not misledG has a stronger effect on

Cronbach’s alpha than others. ;or a better consistenc', FClear, not misledG (as

eliminated from this dimension.

To conclude the reliabilit' test, Table ! (ill summarise the items that are retainedafter the reliabilit' test and the items (ill be used for later anal'sis.

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Table !

*esting measurement scales using )ronac#6s al+#a

;actors umber of items Cronbach’s alpha2ttitudes to(ard mobile advertising ! 0.

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h'pothesis F/nformativeness has a positive impact on attitudes to(ard mobile

advertisingG is removed from anal'sis.

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Table %

otated factor matri

;actor ;actor ) ;actor !C) True .

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variance in the dependent variable eEplained b' independent variables is large.

This model eEplains the !.

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the classification of effect siBe developed here, this statistic illustrates a small

effect on the dependent variable.

;rom the correlation and regression anal'sis sho(n in Table H, the proposed

h'potheses ) and % are accepted. Intertainment and Credibilit' have a

positive impact on attitudes to(ard mobile advertising. /rritation has a significant

value of 0.!+H, eEceeding the critical significant value of 0.0". Therefore,

/rritation does not affect attitudes.

Table H)oefficients for multi+le regressions

odel

4nstandardised

Coefficients5tandardised

Coefficients t 5ig.

Collinearit'

5tatistics

7 5td. Irror 7eta Tolerance V/;

$Constant& .0!A .)00 ".)0" .000

*Intertainment .) .0H< .)) !.HA .00) .or finding (as that Credibilit' and Intertainment emerged as the

significant predictors of attitudes to(ard mobile advertising. ultiple regressionanal'sis revealed that the other t(o factors in the proposed model,

/nformativeness and /rritation, do not predict attitudes to(ard advertising. These

results conflict (ith previous research mentioned in the literature revie(. This

ma' be because some advertisements do not transmit much information but are

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designed to catch the e'e and made the vie(er click on them for more details.

2nother possible reason is that the limited siBe of mobile advertisements

constrain the information displa'ed in the advertisements, so the users (ere uite

familiar (ith the lack of information. Credibilit' has been recognised as the most

significant factor impacting mobile users’ attitude to(ard mobile advertising. 2

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00


stud' in 7angladesh has also provided the same results $Cho(dhur', 3arvin,

eitenberner, 9 7ecker, )00H&. /n the absence of evidence to the contrar', an

eEplanation for this similarit' is that cultural factors and the economic conditionsof countries influenced mobile users’ attitudes. These findings suggest several

courses of action for mobile advertising.

Credibility

2s mentioned in the results, credibilit' is identified as the most significant

dimension underl'ing attitudes to(ard mobile advertising and should be one of

the first elements considered in creating mobile advertisements. 7uilding

credibilit' means that those advertisements are believable to mobile users. To

achieve credibilit', honest' is ver' important. an' consumers do not believe inmobile advertising because the advertisements attempt to sho( perfection and do

not provide truthful information. 2dditionall', according to man' research

studies, mobile advertising is perceived as less reliable than other t'pes of

advertising. ence, the advertisement should be honest and sho( the best of the

product, not a virtual perfection. arketers and advertising creators need to pa'

attention to the implausibilit' of audiences. Tactics to deal (ith this problem need

to be created.

Entertainment

2nother important practical implication is entertainment. Though not as

important as credibilit', entertainment still gives a certain contribution to

attitudes to(ard advertising. ;un, en>o'ment and entertaining are elements of

entertainment. The more entertaining the' are, the more attractive the

advertisements. /n a life full of stress, entertainment becomes more important

than ever before. hen an advertisement appears, mobile users should not >ust

see it, the' should en>o' it like music or film. 5ome mobile advertisements have

successfull' brought entertainment into advertising, (ith man' eEamples

throughout the literature. Intertainment can be built on man' foundations, such

as humour, s'mpath' or love. 2dvertising developers can choose one or more of these options to attract the engagement of mobile users.

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0

$ON$LUSION AND RE$OMMENDATIONS FOR FURTER

RESEAR$

This paper has given an account of attitudes to(ard mobile advertising and its

underl'ing dimensions. The findings from this stud' provide additional evidence

(ith respect to the importance of credibilit', entertainment, and demographic

characteristics in advertising. hile this stud' does not confirm the contribution

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of informativeness and irritation, it applied theor' into practical market insight in

Vietnam.

oreover, this research has revealed man' uestions in need of further

investigation. ;urther research ma' be undertaken in the follo(ing areas:

eEploration of underl'ing factors, impacts of cultural factors, determinants of

credibilit' and entertainment in advertising, the influence of attitudes on

behaviour to(ard mobile advertising, the different attitudes among t'pes and

forms of mobile advertising, or the investigation of advertising value and

effectiveness of mobile advertising. 2n eEploration of underl'ing factors ma' be

conducted using ualitative methods or testing other factors in a variet' of

theories about advertising, like relatedness or interaction. Culture is one

considerable factor influencing attitudes to(ard mobile advertising because, assho(n in the original model, researchers over the (orld have produced different

results. Kaining deep insight into the determinants of credibilit' and

entertainment in mobile advertising is a potential future stud' development based

on the results of this research $Tsang et al., )00%&. ore practicall', the issues of

ho( to transform attitudes into behaviours and ho( to develop the best forms of

mobile advertising are intriguing ones that could be usefull' eEamined in further

research.

To provide a greater degree of accurac' in this research, improvements on a

number of items, such as variables, methodolog' and demographic variables,

should be considered. ;uture trials should be assessed b' increasing the sample

siBe, changing the data collection method to random sampling and using more

advanced anal'tical tools. /n this (a', the stud' could be more generalised.

;urthermore, ualitative research is highl' recommended to gain further insight

into the theoretical frame(ork and to build the most appropriate uestionnaire for

Vietnamese people. Considerabl' more valid items be'ond each variable (ill

need to be added for a better evaluation of variables. /f the debate is to be moved

for(ard, a better insight into demographic variables such as location of residence

and emplo'ment status need to be developed.

REFEREN$ES

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7auer, . ., 8eichardt, T., 7arnes, 5. S., 9 eumann, . . $)00"&. Driving consumer

acceptance of mobile marketing: 2 theoretical frame(ork and empirical stud'. Journal of :lectronic )ommerce esearc#, H$!&, +A).

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Carroll, 2., 7arnes, 5., 5cornavacca, I., 9 ;letcher, 6. $)00

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