Exploring factors affecting pakistani students’ intentions to accept and use mobile advertising : a UTAUT2 perspective

Zaheer, Nauman (author), Kashif, Muhammad (author), Kropivnik, Samo (author)

The article aims to explore factors that influence respondents’ intentions to accept and use mobile advertising by proposing an extension of the Unified Theory of Acceptance and Use of Technology (UTAUT) with perceived enjoyment, perceived irritation, and personalisation. To identify the factors affecting the acceptability of mobile advertising, the intentions and behaviours of respondents regarding mobile advertising are reviewed. The study was conducted in Pakistan by using online survey. Partial Least Squares Structural Equation Modelling (PLS-SEM) was applied to examine the sample size of 446 respondents. The findings revealed certain crucial factors (such as effort expectancy, performance expectancy, perceived enjoyment, perceived irritation, and personalisation) that can affect respondents’ intentions to accept mobile advertising. Also revealed was the relationship between respondents’ intentions to accept and use behaviour regarding mobile advertising. It is established that respondents expect more personalised promotional messages to be shown to them in line with their needs and preferences. Here, advertisers must pay attention to the contextual relevance of the ads while noting the element of irritation that can be felt among consumers, as such ads create negative attitudes and intentions towards mobile advertising.

• Language: English
• Keywords: mobile advertising, consumer intentions, use behaviour, unified theory of acceptance and use of technology (UTAUT), Partial Least Squares Structural Equation Modelling (PLS-SEM)
• Work type: Article
• Typology: 1.01 - Original Scientific Article
• Organization: FDV - Faculty of Social Sciences
• Publication status: Published
• Publication version: Version of Record
• Publication date: 01.01.2024
• Year: 2024
• Number of pages: Str. 93-114, 243
• Numbering: Letn. 61, št. 1
• PID: 20.500.12556/RUL-156076
• UDC: 366.1-057.875:[659.1:621.395.721.5](549.1)
• ISSN on article: 0040-3598
• DOI: 10.51936/tip.61.1.93
• COBISS.SI-ID: 193677827
• Publication date in RUL: 07.05.2024

Record is a part of a journal

• Title: Teorija in praksa : revija za družbena vprašanja
• Shortened title: Teor. praksa
• Publisher: Fakulteta za družbene vede
• ISSN: 0040-3598
• COBISS.SI-ID: 763652

Secondary language

• Language: Slovenian
• Title: Preučevanje dejavnikov vpliva na namere pakistanskih študentov glede sprejemanja in uporabe mobilnega oglaševanja iz perspektive UTAUT2

Abstract

V članku preučujemo dejavnike, ki vplivajo na namene anketirancev, da sprejmejo in uporabljajo mobilno oglaševanje. Izhajamo iz dopolnitve obsežnega modela Enotne teorije sprejemanja in uporabe tehnologije (UTAUT) z zaznanim zadovoljstvom, zaznanim vznemirjenjem in potrebo po personalizaciji. Skladno z dopolnjenim modelom tako analiziramo številne indikatorje namena in vedenja anketirancev glede mobilnega oglaševanja, da bi izpostavili dejavnike, ki najbolj vplivajo na sprejemanje in posledično tudi uporabo mobilnega oglaševanja. Obsežni podatki so bili zbrani s spletnim anketiranjem na neverjetnostnem vzorcu 446 študentk in študentov v Pakistanu, analizirali pa smo jih z multivariatno metodo strukturnih modelov na osnovi delnih najmanjših kvadratov (PLS-SEM). Rezultati so izpostavili ključne dejavnike, kot so pričakovani trud, pričakovana uspešnost, zadovoljstvo, vznemirjenje in personalizacija, ki vplivajo na namene anketirancev, da sprejmejo mobilno oglaševanje. Hkrati so potrdili povezavo med nagnjenostjo anketirancev, da sprejmejo mobilno oglaševanje in namenom uporabe le tega. Ta članek razkriva, da anketiranci pričakujejo, da jim bodo prikazana bolj prilagojena promocijska sporočila glede na njihove potrebe in želje. Za to morajo biti oglaševalci pozorni na kontekstualno relevantnost oglasov, saj nerelevantni mobilni oglasi vznemirijo potrošnike, spodbujajo negativen odnos in odvračajo od uporabe mobilnega oglaševanja.

• Keywords: mobilno oglaševanje, nameni potrošnikov, vedenje potrošnikov, Enotna teorija sprejemanja in uporabe tehnologije (UTAUT), strukturni modeli na osnovi delnih najmanjših kvadratov (PLS-SEM)