PERCEIVED USEFULNESS OF MOBILE ADVERTISING

AFFECTS CONSUMER PURCHASE INTENTION

THROUGH ATTITUDE

Literature Review

Name

Institution
 1. LITERATURE REVIEW

1.1.Purchase Intentions

According to Jayadi Oentaryo Et Al., (2014) the consumer is very concern about the

purchasing of the product and services offered by the companies. Every consumer has different

intentions toward the purchasing of products. It is investigated in the research study that purchase

intention of the product is dependent on various determinants. It is important for the companies to

identify these determinants and get positive purchase intention of customer toward their

manufacturing products. Consumers are becoming very savvy due to increase in the information.

According to Chan, Lin, & Chen, (2014) Consumer have lots of information regarding the

products due to increase in the advertising activities of the company. The advertisement is the main

tool used by the companies to provide information regarding the project. It is very important for

the customer to get access to the relevant information about the product. Moreover, pre-and post-

information about the product must be aligned with the attribute of the product. The advertisement

also provides a platform to the company for having a competitive advantage among the rivals.

According to Grewal, Bart, Spann, & Zubcsek, (2016) brands have intense advertisements

to the customer for enhancing the engagement of customers with the brands before purchasing. It

ultimately enhances the purchase intentions of the customer for a brand of the company. Moreover,

it is also very important for the customer to have all the relevant information about the product to

have the significant attitude to the purchase.

According to Parreño, Sanz-Blas, Ruiz-Mafé, & Aldás-Manzano (2013) consumer attitude and

ability to access the external factors are also considered important factors behind the purchase
intentions. It is very important for the marketer, company, and advertiser to identify the behavior

of the consumers. The ability of the purchase intention to investigate and measure the behavior of

the consumer has to be measured. Many of the studies also investigate that that the consumer

behavior is determined by the purchase intention which is ultimately determined the overall

attitude of the consumer.

According to Taylor & Levin, (2014) if the consumer has higher purchase intention toward

it reflects that overall consumer willingness is high for the purchase. Many of the researchers also

investigate that purchase intention of the consumers can be comprehensively measured by the help

of the product experience, the preference of the consumers and the external environment. The

consumer is very keen about their preference. The purchase intention of the consumer can be

delayed down if the experience with the product is not in accordance with the information in the

advertisement. It is also important for the markets to identify the external environment because it

directly impacts the purchase intention of the consumer. The information collected by the

consumers and the evaluation of the alternatives in also important to identify the purchase intention

and lead toward the purchase decision.

According to J. V Chen, Su, & Yen, (2014) It is also proposed by many of the researchers

that the advertisement of the product and the endorsement popularity have provided a way to

accept the expertise as well as bring attractiveness in the consumer appeal. This brought consumer

insight on the product and lead to positive purchase intention. It is also identified that the exposure

rate tot eh advertisement also lead to increase in the overall purchase intention.

According to Ström, Vendel, & Bredican (2014) as more consumers are exposed to the

product the more will lead to the positive intentions. Advertisements are considering to be a
significant tool which enhances the engagement and the experience of the consumer to the product.

The pre-purchase experience of the product allows the consumer to make a decision of the

purchase.

According to Yang, Kim, & Yoo (2013) many of the researchers have investigated the fact

that increase in advertisement popularity for the brand will also lead to having a positive impact

on the purchase intention. Many of the TV commercials and the newspapers, as well as magazines,

are the main sources for the advertisement traditionally.

According to Yang et al., (2013) nowadays, with the advancement of the technological

tools and innovation, these advertisements have more channels to affect the consumer. Companies

are utilizing many advertisement channels to have successful implication for the intention of the

consumer. Moreover, it is also investigated that knowledge and the consumer brand attitude have

an impact on the purchase intention. It is very important for the company to create a new image of

the brand through the advertisement. The consumer brand attitude and the purchase intention of

the consumer are higher when the brand has more popularity and familiarity.

According to Okazaki & Mendez, (2013) the consumer purchase intention has also

generated from the perception of the consumer and the related benefits from using the product as

well as the value acquisition. Consumer purchase intention has also predicted by using the

perceived value as well as the perceived quality of the brand. Many of the companies have

increased the perception of the value and the quality thought he advertisements. Upon these quality

and value acquisition, the consumer has made several decisions of having more purchase intention.
 In accordance with Wong, Tan, Tan, & Ooi (2015) it is reflected that company must

maintain perceived value and quality of the consumer. It is because that due to these two important

and fundamental construct consumers have more expectation from the brand. If a brand did not

full fill these commitments it will ultimately lead to decrease in the purchase intention of the

consumers. If the purchase intention of the consumer has been decreasing due to any of the factor

it will ultimately lead to change in the consumer behavior. The behavior of the consumer must be

positive to increase the sale of the brand. Companies must have to work hard to achieve higher

purchase intentions.

According to Izquierdo-Yusta, Olarte-Pascual, & Reinares-Lara, (2015) nowadays in this

competitive business world, it is very important for the company to create positive purchase

intentions among the consumer. It allows the company to have more sale. If the consumer doesn’t

have the significant intention to the purchase their behavior toward the purchasing of the product

will also get issues due to which company will ultimately face lots of issues and ultimately the

brand has lost all its value in the market. a competitor of the company always strives to decrease

the value of purchasing by launching negative advertisement campaigns. So, it is very important

for the companies to have significant strategies for the enhancement of the purchase intention in

the market.

1.2.Attitude towards mobile advertising

According to Wang, Zhang, Chen, Ning, & Qiao, (2014) It is evident from the advancement

of the technologies and innovation the companies are also using these techniques to enhance the

capabilities of the marketing as well as overall advertisement. There are many new methods that

have been evolved recently that reflexes the new techniques of marketing. These new technologies
allow the markets to have new channels and rules to reach to the customer. The mobile advertising

is considering among the most significant and widely used marketing technique now a day. It is

very important for the company to increase the customer reach for each advertisement. Mobile

advertising has the most increased customer reaches because almost every customer has the mobile

phone. That is the reason that he is the recipient of the advertisement.

According to Saleem, (2015) most of the time it is also evident that the young consumer is

mostly targeted in the advertisement. The mobile advertisement also provides an opportunity to

the company too is their product to more customer. Generally, the mobile advertising is

considering as the advertising transmission by using the mobile devices. These transmissions

include the message of the product and services offered by the company.

According to Navalpakkam, & Churchill, (2013) In many of the definition, it is also

represented as the presentation of the company products and services. Mobile advertising is

considering as the dimension of the mobile marketing and focus on the advertisement. The focus

of the mobile advertisement is the use pull and push strategies. These strategies allow the company

to regulate the mind of the consumer by attracting them to the product or by pushing the product

to the customer.

According to Zubcsek et al., 2015) mobile advertisement is also used to send the video message

to the target customers. Companies are also using the ethical obligation and most of the time get

prior permission from the mobile user to have provided them the advertisement. On the other side,

most of the advertisement is using the pull strategies and provide a huge amount of information

regarding the fee-information include the tariff report weather condition etc. the usefulness of the

mobile advertising has been increased.

According to Liébana-Cabanillas, Sánchez-Fernández, & Muñoz-Leiva, (2014) The consumer has

increased the purchase intention due to a rapid advertisement through the mobile phone. Many of

the international companies have adopted the mobile advertising like Proctor & Gamble,

Microsoft, Disney and Coca Cola. These companies have allocated special budgets for the mobile

advertising. It is evident from the previous studies that many of the research have studied the

attitude of the consumer toward the mobile advertising. This attitude is directly related to the

permission of getting advertisement thought the mobile. The investigation reflects that 81% of the

consumers have a positive attitude to the mobile advertisement.

According to Liébana-Cabanillas et al., (2014) it is also investigated that consumer attitude and

the mobile advertisement have a direct relationship with the purchase intention. The intention of

purchasing a product is the most significant and important factor for the woman to use the mobile

advertising. The attitude of the woman for the mobile advertising is personalized. There are many

factors which affect the attitude of the consumers toward the mobile advertising. The credibility

of these factors and attitude are very important.

According to Liébana-Cabanillas et al., (2014) The entertainment, informativeness and the

irritation, is considering as an important factor that affects the attitude of the consumer for the

mobile advertising. The attitude of the internet users is also different for the mobile advertising.

The reliability of the mobile advertising also positively affects the attitude toward the mobile

advertisement. The frequency of the message through the mobile advertisement also has a

significant effect on the consumer’s attitude. Moreover, many of the studies have also identified

that the intention of mobile advertisement has a negative impact on the attitude of the mobile users.
According to L. Y. Chen (2014) It is very important for the company to work on the attitude of the

mobile users so that it allows them to determine the channel of the advertisement that best suited

them. If consumer don has a positive attitude for the advertisement and company use intense

mobile advertisement it also causes lots of issues to the consumer and ultimately reduce the

purchase intentions.

According to Oh, Chung, Park, & Kim, (2016) the brand image also has affected due to the

advertisement. It is very important for the companies to create a positive brand image. Many of

the advertising companies have investigated that if the brand has lost its image in front of consumer

it will cause lots of issue to the company and ultimately reduce their sustainability. Most of the

time, companies also have significant progress from the mobile advertising.

In accordance with Ünal, Erciş, & Keser (2011) the main reason behind this progress is the

selection of the target market and determination of their attitude. It is very important for the

company to investigate the likeness and dislikes of the target consumer and prepare a content

accordingly. The target consumers have different perception about the mobile advertisement. Most

of the time, young consumers have a positive attitude to the mobile advertising because they are

considered as a frequent user of the mobile phone. It is very important for the company to

understand the attitude of their customer. It allows them to prepare an acceptable content and to

facilitate them in accordance with the brand image.

According to the research of Chaudhry & Stumpf, 2011; Kaur & Rani, 2008; Lee & Lee, (2015)

the attitude of the consumer is very important to investigate for determining the advertisement

through a mobile phone. It is also important that the tool used by the companies must be aligned

with the requirement of the brand. It is a fact that every brand is not in accordance with the mobile
advertisement. So, companies must determine about the channels which can be used as an

advertisement. Many of the investigation have demonstrated that mobile advertising have is the

best channel used by the companies.

1.3. Perceived Usefulness of Mobile Advertising

According to (Fagan, Kilmon, Pandey, & Fagan, 2013a; Ma, Chan, & Chen, 2016;

Watchravesringkan, Nelson, Kim, & Kim, 2010) companies are getting lots of benefits through

mobile advertising. It is very important to determine the Perceived Usefulness for the adoption of

new technologies. Mobile advertising has lots of positive impact on the company performance.

This technique is considering among the low-cost advertisement which has the high reach to the

customers.

According to (Bouwman, Carlsson, Walden, & Molina-Castillo, 2008; Patrick & Bex,

2015; Yoo, 2014) many companies have perceived that by using the mobile phone technologies,

is very significant for the brand and its image. The young target market has also high acceptance

to the mobile advertisement. companies are getting more and more target market reach as well as

a customer has got more and more reliable information from the respondents. It is very important

for the companies to investigate the perceived usefulness of the mobile advertisement.

According to (Borrero, Yousafzai, Javed, Page, & Page, 2014; Bright, Bardi, & Landreth,

2015) Perceived usefulness of the mobile advertising has lots of importance for the customer as

well as for the companies. It I very important to determine that what is the useful effect of the

overall technology before the adoption. It is very important for the successful technology

incorporation in the business that the perceived usefulness must be equal to the actual usefulness.
According to Y. H. Chen & Chengalur-Smith, (2015) It is also very important for the companies

to have increased the overall performance of the company advertisement. For this purpose,

companies, have adopted many new advertisement channels. The perceived usefulness for the

development of the advertising plan is very high. Companies have perceived that they will get lots

of benefits from the incorporation of the new technologies. Moreover, it is also important for the

company to evaluate the use of mobile advertisement with other advertising tools which will very

be finical for the company. Moreover, it is also important for the company to have significant

development in the advertising for the brands for this purpose the usefulness of the advertising

channel is very important.

In accordance with the research of Yoo (2014) companies have a high perception of the

usefulness of the mobile advertising but it is not same for all the product. It is also determined that

many of the advertisement companies have a contradiction with the mobile advertising and the

actual result. It also reflects that companies must have to determine all the important aspect of

marketing and advertisement before making any perception about the effect of the mobile

advertisement.

According to Bright et al., (2015) It is observed that consumer has increasingly used the

mobile devices to navigate the information and to engage with the real information about the

brands. Mobile advertising is becoming the most proven advertising channel for the brand

engagement. It is very important for the company to understand the perceived usefulness for the

perceived usefulness of the advertising through mobile. The mobile advertisement has lots of

effectiveness for the company and as well for the customer. It allows the company to effectively
reach to the target consumer as well as also allow the consumer to gather most efficient information

about the product and the service of the company.

Previously, many theories have been used to understand the perceived usefulness. For the

technologically oriented product, technology acceptance model is extensively used to determine

that perceived usefulness and perceived ease of use for the technology. It is very important for the

company to determine that to what extent the consumer has accepted the technology (Authors,

2008; Ooi, Sim, Yew, & Lin, 2011).

According to Mohammadi & Fadaiyan, 2014; Zhu, Chang, & Luo, (2016). It is also very

important for the company to understand that did the technical mode chosen for the advertising

have been an appropriate for the product or for the target market. a successful marketing

advertisement leads to the integrated marketing activities. The biggest significance of the mobile

advertising relates with the personalization and localization along with the real time of the

advertisement. It is investigated by many researchers that it is growing very rapidly and the global

advertisement of the mobile that spends a lot and the growth with 26% of the average per year.

There are many other reasons that mobile advertising has also some other reasons that personalize

the medium and provide direct responses to the interactive communication.

The perceived usefulness of the mobile advertising is very high. It provides all kind of facilitation

to the companies. Many of the companies have been used mobile advertising for competitive

advantage as well as to gain more market share. It is very important for these companies to provide

information to all the customer. Mobile advertising has provided the easiest way of providing

information to the huge target market. Now a day, every customer has the facility of the mobile so

it is very easy for the customer to get more and more information from these companies (Gao,
Waechter, & Bai, 2015; June, 2014; Mohammadi & Fadaiyan, 2014; Venkatesh, 2008; Zhu et al.,

2016).

According to Alhirz & Sajeev, (2015) On the other side, mobile advertising also increases

the competition in the market and make the customer savvier as well. As companies have provided

lots of information to the customer, they have more opportunity to make a decision. It reflects that

due to mobile advertising, the opportunities of purchasing have also been increased. So, it is very

important for the company to increase the information to the customer so that they can make a

positive purchase decision. Thus, it is inferred that the user will adopt technology for their use,

which will help them to achieve desired performance outcomes.

According to Raaij & Schepers, 2008, Cheng et al., (2015) greater the perceived usefulness

of using the technology, the chances of technology adoption are increased. Previous researchers

have often linked perceived usefulness to adaptation.

Furthermore, Davis, 1989, Fagan et al., (2013) demonstrate that many important

researchers found that perceived usefulness is related to perceived ease of use. The higher the

perceived usefulness of a particular technology, the higher will be its acceptance and user

performance.

According to Ong & Lai, (2006) to measure the perceived usefulness, it is very important

for the company to investigate the technological acceptance of the c consumer. If a company want

to use the mobile advertising it is very important to investigate the technological acceptance of the

target customers to assure that the channel used by the company is acceptable for the company as

well as for the customer as well. Moreover, the choice of the technology used for the advertisement
is also based on the product which provides a clear evidence that which reflect that every product

has a different channel for the advertisement.

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