How smartphone advertising influences consumers' purchase intention

J. Martins, Catarina Costa, Tiago Oliveira, Ramiro Gonçalves, Frederico Branco

Research output: Contribution to journalArticle

6 Citations (Scopus)

Abstract

In the last decade, the use of smartphonesSave has grown steadily. The way consumers interact with brands has changed owing to the accessibility of internet connection on smartphones, and ubiquitous mobility. It is crucial to understand the factors that motivate consumers to interact with smartphone advertisements and therefore what stimulates their decision to purchase. To achieve this goal, we proposed a conceptual model that combines Ducoffe's web advertising model and flow experience theory. Based on the data collected from 303 Portuguese respondents we empirically tested the conceptual model using a partial least squares (PLS) estimation. The results showed that advertising value, flow experience, web design quality, and brand awareness explain purchase intention. The study provides results that allow marketers and advertisers to understand how smartphone advertisements contribute to consumer purchase intention.

LanguageEnglish
Pages378-387
Number of pages10
JournalJournal of Business Research
Volume94
DOIs
Publication statusPublished - Jan 2019

Fingerprint

Purchase intention
Conceptual model
Flow experience
Marketers
Quality awareness
Web design
Design quality
Purchase
Web advertising
World Wide Web
Partial least squares
Factors
Brand awareness
Advertising model
Accessibility

Keywords

  • Advertising value
  • Flow experience
  • Purchase intention
  • Smartphone advertising

Cite this

Martins, J. ; Costa, Catarina ; Oliveira, Tiago ; Gonçalves, Ramiro ; Branco, Frederico. / How smartphone advertising influences consumers' purchase intention. In: Journal of Business Research. 2019 ; Vol. 94. pp. 378-387.
@article{d58f50288de744f38cf3721a400f59f8,
title = "How smartphone advertising influences consumers' purchase intention",
abstract = "In the last decade, the use of smartphonesSave has grown steadily. The way consumers interact with brands has changed owing to the accessibility of internet connection on smartphones, and ubiquitous mobility. It is crucial to understand the factors that motivate consumers to interact with smartphone advertisements and therefore what stimulates their decision to purchase. To achieve this goal, we proposed a conceptual model that combines Ducoffe's web advertising model and flow experience theory. Based on the data collected from 303 Portuguese respondents we empirically tested the conceptual model using a partial least squares (PLS) estimation. The results showed that advertising value, flow experience, web design quality, and brand awareness explain purchase intention. The study provides results that allow marketers and advertisers to understand how smartphone advertisements contribute to consumer purchase intention.",
keywords = "Advertising value, Flow experience, Purchase intention, Smartphone advertising",
author = "J. Martins and Catarina Costa and Tiago Oliveira and Ramiro Gon{\cc}alves and Frederico Branco",
note = "Martins, J., Costa, C., Oliveira, T., Gon{\cc}alves, R., & Branco, F. (2018). How smartphone advertising influences consumers' purchase intention. Journal of Business Research, 94, 378-387. DOI: 10.1016/j.jbusres.2017.12.047",
year = "2019",
month = "1",
doi = "10.1016/j.jbusres.2017.12.047",
language = "English",
volume = "94",
pages = "378--387",
journal = "Journal of Business Research",
issn = "0148-2963",
publisher = "ELSEVIER SCIENCE INC",

}

How smartphone advertising influences consumers' purchase intention. / Martins, J.; Costa, Catarina; Oliveira, Tiago; Gonçalves, Ramiro; Branco, Frederico.

In: Journal of Business Research, Vol. 94, 01.2019, p. 378-387.

Research output: Contribution to journalArticle

TY - JOUR

T1 - How smartphone advertising influences consumers' purchase intention

AU - Martins, J.

AU - Costa, Catarina

AU - Oliveira, Tiago

AU - Gonçalves, Ramiro

AU - Branco, Frederico

N1 - Martins, J., Costa, C., Oliveira, T., Gonçalves, R., & Branco, F. (2018). How smartphone advertising influences consumers' purchase intention. Journal of Business Research, 94, 378-387. DOI: 10.1016/j.jbusres.2017.12.047

PY - 2019/1

Y1 - 2019/1

N2 - In the last decade, the use of smartphonesSave has grown steadily. The way consumers interact with brands has changed owing to the accessibility of internet connection on smartphones, and ubiquitous mobility. It is crucial to understand the factors that motivate consumers to interact with smartphone advertisements and therefore what stimulates their decision to purchase. To achieve this goal, we proposed a conceptual model that combines Ducoffe's web advertising model and flow experience theory. Based on the data collected from 303 Portuguese respondents we empirically tested the conceptual model using a partial least squares (PLS) estimation. The results showed that advertising value, flow experience, web design quality, and brand awareness explain purchase intention. The study provides results that allow marketers and advertisers to understand how smartphone advertisements contribute to consumer purchase intention.

AB - In the last decade, the use of smartphonesSave has grown steadily. The way consumers interact with brands has changed owing to the accessibility of internet connection on smartphones, and ubiquitous mobility. It is crucial to understand the factors that motivate consumers to interact with smartphone advertisements and therefore what stimulates their decision to purchase. To achieve this goal, we proposed a conceptual model that combines Ducoffe's web advertising model and flow experience theory. Based on the data collected from 303 Portuguese respondents we empirically tested the conceptual model using a partial least squares (PLS) estimation. The results showed that advertising value, flow experience, web design quality, and brand awareness explain purchase intention. The study provides results that allow marketers and advertisers to understand how smartphone advertisements contribute to consumer purchase intention.

KW - Advertising value

KW - Flow experience

KW - Purchase intention

KW - Smartphone advertising

UR - http://www.scopus.com/inward/record.url?scp=85039961391&partnerID=8YFLogxK

UR - http://gateway.webofknowledge.com/gateway/Gateway.cgi?GWVersion=2&SrcAuth=Alerting&SrcApp=Alerting&DestApp=WOS_CPL&DestLinkType=FullRecord&UT=WOS:000452575200035

U2 - 10.1016/j.jbusres.2017.12.047

DO - 10.1016/j.jbusres.2017.12.047

M3 - Article

VL - 94

SP - 378

EP - 387

JO - Journal of Business Research

T2 - Journal of Business Research

JF - Journal of Business Research

SN - 0148-2963

ER -