La relación entre la actitud de la publicidad de SMS y la intención de compra del cliente (estudio de caso, seguro de saman co)
Palabras clave:
Actitud hacia la publicidad móvil, la calidad del argumento, la participación del producto, la actitud hacia la publicidad, la actitud hacia la marca, el marketing móvil, la publicidad móvil.Resumen
investigación hace un esfuerzo en investigar la aplicación de teléfonos móviles para la comercialización (a través de SMS) en la industria de seguros de acuerdo con el rápido progreso de las tecnologías utilizadas en teléfonos móviles y su creciente uso en diversas industrias. De hecho, su objetivo era investigar el efecto de una publicidad SMS sobre la actitud individual hacia la publicidad, su actitud hacia la marca y su efecto de actitud sobre la intención de compra. Por lo tanto, un modelo incluye los componentes de un mensaje publicitario que puede afectar la actitud ante la publicidad. Estos componentes fueron; Publicidad percibida como válida, la actitud hacia la publicidad móvil, la calidad del argumento, el incentivo, el atractivo, la interacción, el intento percibido, la implicación emocional percibida y la implicación cognitiva percibida. Se ha proporcionado un cuestionario basado en estos factores y se ha distribuido entre 384 del tamaño de la muestra. Los datos recopilados han sido analizados por el software Smart PLS 2.0. Los resultados indicaron que la actitud hacia la publicidad tiene un efecto directo sobre la actitud hacia la marca, la actitud hacia la marca tiene un efecto directo sobre la actitud hacia la intención de compra y la actitud hacia la publicidad tiene un efecto directo y positivo en la intención de compra. Además, todos los componentes mencionados anteriormente tienen un efecto positivo en la actitud hacia la publicidad.
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Citas
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MacKenzie S.B., Lutz R.J., Belch G.E. (1986). The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations, Journal of Marketing Research, 23(2), 130-143
Martin B.A.S., Lang B., Wong S. (2003). Conclusion explicitness in advertising" Journal of Advertising, 32(4), 57-65
Mayers-Levy J., Peracchio L.A. (1995). Understanding the effects of color: How the correspondence between available and required, Journal of Consumer Research, 22(2), 121-138
Mir A., Najafi Z. (2009). Success and penetration factors; challenges and barriers in electronic advertising using SMS; journal of business chamber, 35: 8-11
Muehling D.D., Mccann M. (1993). Attitude toward the Ad: A Review, Journal of Current Issues & Research in Advertising, 15(2), 25-58
Najmi M., Atefi Y., Mirbagheri S. (2012). Attitude toward Brand: An Integrative Look at Mediators and Moderators, Academy of Marketing Studies Journal, 16(1),111-133
Nkwocha I., Yeqing B., Johnson W.C., Brotspies H.V. (2005). Product Fit and Consumer Attitude taward Brand Extensions: The moderating Role of Product Involvement, Journal of Marketong Theory & Practice, 13(3), 49-61
Okazaki S. (2005). New Perspectives on m-Commerce Research, Journal of Electronic Commerce Research, 6(3), 160-164
Ratchford B.T. (1987). New Insight About the FCB Grid, Journal of Advertising Research, 27(4), 24-38
Rossiter J.R. Percy L. (1985). Advertising Communication Models, In E.C Hirschman and M.B. Research, Eds., Advances in Consumer Research. Vol12, Provo, Utah: Association for Consumer Research, pp.510-524
Spears N., Singh S.N. (2004). Measuring Attitude Toward the Brand and Purchase Intentions. Journal of Current Issues & Research in Advertising, 26, 2, 53-66.
Sundar S., Kim J. (2005). Interactivity and Persuasion: Influencing Attitude with Information and Involvement” Journal, 5(2), http://jiad.org/article59
Tsang M. M., Shu-Chun H., Ting-Peng L. (2004). Consumer Attitudes Toward Mobile Advertising: An Empirical Study, International Journal of Electronic Commerce, 8(3), 65-78.
Batra R., Stayman D.M. (1990). The Role of Mood in Advertising Effectiveness, Journal of Consumer Research, 17(2), 203-214
Bauer H.H., Reichardt T., Barnes S.J., Neumann M.M. (2005). Driving Consumer Acceptance of Mobile Marketing: a Theorical Framework and Empirical Study, Journal of Electronic Commerce Research, 6(3), 181-192
Bezjian-Avery A., Calder B., Iacobucci D. (1998). New Media Interactive Advertising vs. Traditional Advertising, Journal of Advertising Research, 38(4), 23-32
Biehal G., Stephens D., Curlo E (1992). Attitude Toward the Ad and Brand Choice, Journal of Advertising, 21(3), 19-36
Browne B. A., Kaldenberg D.O. (1997). Conceptualizing Self-Monitoring: Links To Materialism And Product Involvement. Journal of Consumer Marketing, 14, 1, 31-44.
Bruner II, G.C., Kumar A. (2007). Attitude Toward Location-Based Advertising, Journal, 7(2), http://www.jiad.org/article89
Burton S., Lichtenstein D.R. (1988). The Effect of Ad Claims and Ad Context On Attitude Toward The Advertisement, Journal of Advertising, 17(1(, 3-11
Chu S.C., Kamal S. (2008). The Effect of Perceived Blogger Credibility and Argument Quality on Message Elaboration and Brand Attitudes: An Exploratory Study, Journal of Interactive Advertising,8(2), 26-37
Cox D.S., Locander W.B. (1987). Product Novelty: ¿Does It Moderate the Relationship Between Ad Attitudes and Brand Attitudes? Journal of Advertising, 16, 3 ,39–44.
Cronin J.J., Brady M.K., Hult G.T.T. (2000). Assessing the Effects Of Quality, Value And Customer Satisfication On Consumer Behavioral Intentions In Service Environments, Journal of Retailing, 76(2), 193-218
Davari A., Rezazadeh A. (2014). Structural equation modeling using PLS, Tehran, Jahad Daneshgahi pub, 2nd edition
Drossos D., Giaglis G., Lekakos G., Kokkinaki F., Stavarki M. (2007). Determinants of Effective SMS Advertising: An Experimental Study, Journal, 7(2(, http://jiad.org/article90
Frost & Sullivan Corporation. (2011). Using mobile solution to improve insurance sector performance.
Gopal R.D., Tripathi A.K. (2006). Advertising Via Wireless Networks, International Journal of Mobile Communications, 4(1), 1-16
Guohua W. (2006). Conceptualizing and Measuring the Perceived Interactivity of Websites” Journal of Current Issues & Research in Advertising, 28(1), 87-104
Habibi A. (2012). Practical education of SPSS, 2nd edition
Haghighi Javid M. (2012). Prioritizing the factors affecting customers’ attitude to mobile phone advertising, MA dissertation, ABhar Azad University
Heath T.B., Gaeth G.J. (1993). Theory and Method in the Study of Ad and Brand Attitudes: Toward a Systemic Model. In E. M. Clark, T. C. Brock, and D. W. Stewart, Eds., Attention, Attitude, and Affect in Response To Advertising: Psychology Press, pp. 125-148.
Johar J.s, Sirgy M.J. (1991). Value-Expressive versus Utilitarian Advertising Appeals: When and Why to Use Which Appeal, Journal of Advertising, 20(3), 23-33
Kannan P.K., Chang A.M., Whinston A.B. (2001). Wireless Commerce: Marketing Issues and Possibilities, in 34th Hawaii International Conference on System Sciences (HICSS) Hawaii.
Kavanoor S., Grewal D., Blodgett J. (1997). Ads Promoting OTC Medications: The Effec of Ad Format and Credibility on Beliefs, Attitudes and Purchase Intentions, Journal of Business RFesearch, 40(3), 219-227
Kavassalis P., Spyropoulou N., Drossos D., Mitrokostas E., Gikas G., Hatzistamatiou A. (2003). Mobile Permission Marketing: Framing The Market Inquiry. International Journal of Electronic Commerce, 8(1), 55-79.
Keller P.A., Block L.G. (1997). Vividness effects: A resource-matching perspective, Journal of Consumer Research, 24(3), 295-304
LaBarbera P.A. (1982). Overcoming a No-Reputation Liability through Documentation and Advertising Regulation, journal of Marketing Research, 19(2), 223-228
Liu Y., Shrum L.J. (2002). What Is Interactivity and Is It Always Such a Good Thing? Implications of Definition, Person, and Situation for the Influence of Interactivity on Advertising Effectiveness, Journal of Advertising, 31(4), 53-65
Lohtia R., Donthu N., Hershberger E.K. (2004). The Impact of Content and Design Elements on Banner Advertising Click-through Rates, Journal of Advertising Research, 43(04), 73-85
Machleit K.A., Allen C.T., Madden T.J. (1993). The mature brand and brand interest: An alternative consequence of ad-evoked affect" Journal of Marketing, 57(4), 72-82
MacKenzie S.B., Lutz R.J., Belch G.E. (1986). The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations, Journal of Marketing Research, 23(2), 130-143
Martin B.A.S., Lang B., Wong S. (2003). Conclusion explicitness in advertising" Journal of Advertising, 32(4), 57-65
Mayers-Levy J., Peracchio L.A. (1995). Understanding the effects of color: How the correspondence between available and required, Journal of Consumer Research, 22(2), 121-138
Mir A., Najafi Z. (2009). Success and penetration factors; challenges and barriers in electronic advertising using SMS; journal of business chamber, 35: 8-11
Muehling D.D., Mccann M. (1993). Attitude toward the Ad: A Review, Journal of Current Issues & Research in Advertising, 15(2), 25-58
Najmi M., Atefi Y., Mirbagheri S. (2012). Attitude toward Brand: An Integrative Look at Mediators and Moderators, Academy of Marketing Studies Journal, 16(1),111-133
Nkwocha I., Yeqing B., Johnson W.C., Brotspies H.V. (2005). Product Fit and Consumer Attitude taward Brand Extensions: The moderating Role of Product Involvement, Journal of Marketong Theory & Practice, 13(3), 49-61
Okazaki S. (2005). New Perspectives on m-Commerce Research, Journal of Electronic Commerce Research, 6(3), 160-164
Ratchford B.T. (1987). New Insight About the FCB Grid, Journal of Advertising Research, 27(4), 24-38
Rossiter J.R. Percy L. (1985). Advertising Communication Models, In E.C Hirschman and M.B. Research, Eds., Advances in Consumer Research. Vol12, Provo, Utah: Association for Consumer Research, pp.510-524
Spears N., Singh S.N. (2004). Measuring Attitude Toward the Brand and Purchase Intentions. Journal of Current Issues & Research in Advertising, 26, 2, 53-66.
Sundar S., Kim J. (2005). Interactivity and Persuasion: Influencing Attitude with Information and Involvement” Journal, 5(2), http://jiad.org/article59
Tsang M. M., Shu-Chun H., Ting-Peng L. (2004). Consumer Attitudes Toward Mobile Advertising: An Empirical Study, International Journal of Electronic Commerce, 8(3), 65-78.
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Publicado
2018-08-30
Cómo citar
Shirazi, M. S., & Torkestani, M. S. (2018). La relación entre la actitud de la publicidad de SMS y la intención de compra del cliente (estudio de caso, seguro de saman co). Amazonia Investiga, 7(15), 120–132. Recuperado a partir de https://amazoniainvestiga.info/index.php/amazonia/article/view/411
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