A study on perceived advertising value and attitude toward mobile advertising : Focus on the effect of moderators

In order to perform mobile marketing activities more effectively, marketers and researchers pay more and more attention to mobile advertising which is considered to be an important marketing tool and continuous area for research. As one of the issues, attitudes toward advertising have been a focus of attention for a long time. Previous studies verified and emphasized that consumer attitude toward mobile advertising is significantly affected by the perceived entertainment, informativeness and credibility of an advertisement causing the way consumers evaluate the value of it. However, the general attitude toward advertising manifests itself not only through perceived advertisement value but also through some factors from implementation process and consumers themselves such as the form of advertisement, the agreement between company and consumer, the involvement consumers pay to mobile advertising and their experience of using mobile advertisement for shopping.. To cast light on the role of company-factors and consumer-factors, the following sub questions will be explored empirical research : 1. How different are consumers perceived mobile advertising value according to company-factors or consumer-factors? 2. Does any company-factor or consumer-factor have a moderating effect between consumers perceived mobile advertising value and advertising attitude? According to a t-test comparative analysis, we found that all company-factors and consumer-factors affect the consumer s perceived mobile advertising value positively. The result of hierarchical regression analysis reveals that, all of the moderator have moderating effect between perceived credibility and advertising attitude. Specially, among company-factors, incentive is the most attractive to consumers as expected. Prior permission is playing a role as always. As well, different forms of advertisement give different information of product and different visual experience which makes moderating effect on attitude to a certain degree. On the other hand, the result shows that both of two consumer-factors have a significant moderating effect between consumers perceived credibility and advertising attitude. Consistent with common sense, the level of involvement and the using experience always lead people to evaluate some product or service differently.