Lessons learned from i-mode: What makes consumers click wireless banner ads?

TY - JOUR

T1 - Lessons learned from i-mode

T2 - What makes consumers click wireless banner ads?

AU - Okazaki, Shintaro

PY - 2007

Y1 - 2007

N2 - This paper attempts to propose a structural model that integrates various factors influencing attitude towards wireless banner ads and intention to access them. This model is applied to empirical data of Japanese mobile users sampled in the greater Tokyo area. First, structural equation modelling is used to test the baseline model. The results show that the model explains mobile users’ perceptual antecedents and consequences well, with all structural paths statistically significant. Second, in the attempt to identify different mobile user groups, a probabilistic cluster analysis is performed. This results in three-cluster groups, consisting of (1) housewives and part-timers, (2) middle-aged white-collar workers and professionals, and (3) students and “parasite singles”. Finally, multigroup analysis is used to examine whether the model operates invariantly across the three-cluster groups. The results indicate significant differences in the paths associated with consumer innovativeness and perceived entertainment between the groups. In closing, managerial implications and future research directions are discussed, while important limitations are recognised.

AB - This paper attempts to propose a structural model that integrates various factors influencing attitude towards wireless banner ads and intention to access them. This model is applied to empirical data of Japanese mobile users sampled in the greater Tokyo area. First, structural equation modelling is used to test the baseline model. The results show that the model explains mobile users’ perceptual antecedents and consequences well, with all structural paths statistically significant. Second, in the attempt to identify different mobile user groups, a probabilistic cluster analysis is performed. This results in three-cluster groups, consisting of (1) housewives and part-timers, (2) middle-aged white-collar workers and professionals, and (3) students and “parasite singles”. Finally, multigroup analysis is used to examine whether the model operates invariantly across the three-cluster groups. The results indicate significant differences in the paths associated with consumer innovativeness and perceived entertainment between the groups. In closing, managerial implications and future research directions are discussed, while important limitations are recognised.

KW - iMode

KW - Mobile advertising

KW - Mobile marketing

KW - Japan

KW - Adoption

U2 - 10.1016/j.chb.2006.03.018

DO - 10.1016/j.chb.2006.03.018

M3 - Article

SN - 0747-5632

VL - 23

SP - 1692

EP - 1719

JO - COMPUTERS IN HUMAN BEHAVIOR

JF - COMPUTERS IN HUMAN BEHAVIOR

IS - 3

ER -