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Dergiler / Journal of Management Marketing and Logistics / 2017 / Cilt: 4 - Sayı: 1

MOBILE ADVERTISING EFFECT: INVESTIGATING FACTORS AFFECTING THE USAGE OF MOBILE PAYMENT

Ching-Wei Ho
Yu-Bing Wang
Chun Hao Fang
Sayfa
17–29
Yayın Tarihi
2017-03-30
DOI
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Yapay Zeka Hızlı Bakış & Çıkarımlar

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⚡ TL;DR(1 Cümlede Hızlı Çıkarım)

The level of product involvement and customer attitude also influence the credibility toward the consumers, and extend the information to every hierarchy of customers.

📌 3 Maddede Bu Makale

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Amaç & Hipotez:Purpose- The purpose of this study is to build a set of hypotheses and a novel conceptual model around the adoption of mobile payment.
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Temel Bulgular & Veri:Methodology- The study aims to apply a partial least squares (PLS) path modeling technique to demonstrate exploring the relationship between mobile trust and involvement along with customers’ attitude and mobile payment intention.
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Sonuç & Katkı:The level of product involvement and customer attitude also influence the credibility toward the consumers, and extend the information to every hierarchy of customers.
🔬Tür:Modelleme & Sayısal Simülasyon
📍Kapsam:Genişletilmiş Akademik Örneklem
⚙️Değişkenler:Mobile advertisement effect · mobile trust · product involvement

Abstract

Purpose- The purpose of this study is to build a set of hypotheses and a novel conceptual model around the adoption of mobile payment. In brief, it is to discuss how mobile advertisement effect affects the intention to use the mobile payment. Methodology- The study aims to apply a partial least squares (PLS) path modeling technique to demonstrate exploring the relationship between mobile trust and involvement along with customers’ attitude and mobile payment intention. Findings- The findings revealed that for the online marketing strategy of mobile advertisement environment, with mobile trust and product involvement, it could be an effective contribution for the online marketers to increase the intention to use mobile payment and customer attitude. Conclusion- It was concluded that consumers used to receive the mobile advertisement easily. The level of product involvement and customer attitude also influence the credibility toward the consumers, and extend the information to every hierarchy of customers.

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Bu Makaleye Atıf Yap

Ho, C., Wang, Y., Fang, C. H. (2017). MOBILE ADVERTISING EFFECT: INVESTIGATING FACTORS AFFECTING THE USAGE OF MOBILE PAYMENT. Journal of Management Marketing and Logistics, Cilt: 4 - Sayı: 1, 17–29. https://ajindex.com/articles/836174

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Kaynakça (13)

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