Consumer sensitivity analysis in mobile commerce advertising
- Authors
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David Martín-Consuegra
University of Castilla-La Mancha and Universidad Autónoma de Chile
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Mar Gómez
University of Castilla-La Mancha and Universidad Autónoma de Chile
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Arturo Molina
University of Castilla-La Mancha and Universidad Autónoma de Chile
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- Keywords:
- consumer sensitivity, interpersonal connectivity, affective commitment, attitude, information request, mobile commerce, advertising
- Abstract
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We analyzed how consumer sensitivity to information requests influences acceptance and recommendation of a banking firm’s advertising that is sent via a cellular phone. To this end, the data—based on the respondents from 395 young adults—fit the model well and provided empirical support for all the hypothesized relationships. The results obtained provide useful information for companies to improve the efficiency of their mobile publicity, together with possible modifications and improvements to their existing commercial strategies. We suggest that information requests should be carefully chosen to ensure ethical behavior in relation to consumers and to preserve the efficiency of mobile publicity.
- Author Biographies
- References
- Downloads
- Published
- 2015-04-28
- Issue
- Vol. 43 No. 6 (2015)
- Section
- Articles
- License
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