عوامل موثر بر ادراک مصرف کنندگان نسبت به تبلیغات تلفن همراه - یک مقایسه بین ژاپن و اتریش

Mobile marketing provides an innovative channel for transmitting advertising messages to customers via mobile devices. The growth of mobile advertising in recent years requires that researchers and practitioners understand consumer perceptions of this form of advertising. The purpose of this paper is to investigate factors influencing the perception of mobile advertising in different cultures. Based on samples from Austria and Japan, we empirically examine relevant m-advertising effects. The results suggest that infotainment and credibility are key factors predicting advertising value among Austrians and the Japanese. However, our findings show that Japanese customers are more irritated by mobile advertising than are Austrian respondents.

The rapid development of mobile technologies has created a new channel for marketing. The latest technological developments allow permanent Internet access via mobile devices such as mobile phones or PDAs. These advances bring up new challenges for marketers and marketing researchers. Marketing through mobile devices (m-marketing) allows for innovative forms of customer relationships and is expected to lead to the development of numerous mobile commerce-based services (Barwise and Strong, 2002, Laszlo, 2009 and Venkatesh et al., 2003). The mobile phone has become a “portable entertainment player, a new marketing tool for retailers and manufacturers, a multi-channel shopping device, a navigation tool, a new type of ticket and money, and a new mobile Intranet device” (Funk 2004, p 2). At the same time, the mobile phone has also become an interesting channel for transmitting advertising messages to consumers. The Wireless Advertising Association (WAA) defines wireless marketing as sending advertising messages to mobile devices such as mobile phones or PDAs through the wireless network. The use of the Short Messaging Service (SMS) to access customers through their handheld devices, in particular, has been very successful (Muk, 2007 and Tsang et al., 2004). Advertisements take the form of short textual messages and are sent to customers as a form of one-to-one marketing. The rising popularity of SMS has created a new channel for mobile advertising (Barwise and Strong 2002). In terms of the types of message sent, pull SMS advertisements are displayed to consumers who have previously indicated an interest in receiving such a message and who can then decide whether to access further information (Bruner and Kumar 2007). Therefore, it is important for wireless advertisers to improve consumer response rates and acceptance of the advertising they receive. This study focuses on examining the factors influencing consumers' decisions about whether to accept pull-type SMS advertising.

Links among the Antecedents, Advertising Value, and Attitudes toward m-Advertising This study contributes to the understanding of three antecedents that influence the perceived value of advertising in Japan and Austria: infotainment, irritation and credibility. Among these three factors, the links between infotainment and credibility and the perceived value of advertising were supported in both the Japanese and Austrian samples. When consumers believe that m-advertising is credible and trustworthy, they tend to have favorable perceptions about the value of advertising. This seems to be consistent with some previous studies on advertising (Goldsmith et al., 2000, Okazaki, 2004 and Wang and Sun, 2010): credibility is one of the crucial factors in establishing the customer–client relationship. Next, the perceived value of advertising was found to be the most important determinant of consumers' attitudes toward advertising. Providing information is one of the most important functions of advertising. In a competitive market place, advertisements need to be interesting and enjoyable to catch audiences' attention. Entertainment establishes an emotional link with customers and a brand message and is thus an important factor in effective advertising (Cauberghe and De Pelsmacker 2010). The results show that the link between infotainment and the perceived value of advertising was supported in both groups.