Examining the Determinants of Consumer Purchase Intention towards Mobile Advertising

Purpose: This paper examines the factors influencing consumer purchase intention towards mobile advertising in Melaka, a historical city in Malaysia. Irritation, entertainment, informativeness, credibility, incentives and emotional values were hypothesized to explain advertising value. The relationship between advertising value and purchase intention of consumers towards mobile advertising were also examined. Design/methodology/approach: A set of self-administered questionnaires have been distributed to the 150 respondents who are involved in online shopping and familiar with mobile advertising. Structural equation modeling was used to test the relationship between all the variables in the model. Findings: The findings have indicated that there is significant relationship between credibility, irritation, informativeness, incentives, emotional value and advertising value respectively except entertainment. Advertising value is positively influencing the consumer's purchasing intention. Practical implications: The findings of this research paper would be able to assist the marketers to understand more about the factors that may affect the consumers purchasing intention towards mobile advertising. This will enable marketers or advertisers and consumers to know which factors influence the purchase intention towards mobile advertising in Melaka, Malaysia. This will also enable them to have better planning in their marketing strategies through mobile advertising to attract more consumers. Value: This study gives an insight to the mobile advertising companies from the perspective of the respondents' view towards their purchasing intention