An SEM-ANP Multi-Criteria Evaluation Model for Mobile Advertising That Affect Purchase Intentions: Perspectives on the Values of Context Awareness and Flow Experience

Q2 Business, Management and Accounting

Journal of Promotion Management Pub Date : 2022-11-11 DOI:10.1080/10496491.2022.2143984

T. Hsu, Jia-Wei Tang, Chun-Hsien Chen

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引用次数: 1

Abstract

Abstract Among the limited studies that have investigated flow experience in mobile advertising, the focus is cast on the value of advertising and the impact of flow experience. This study investigates the factors of mobile advertising that affect purchase intentions based on the value of context awareness and flow experience. First, a literature review of the corresponding studies and confirmatory factor analysis are combined to identify key factors that influence the purchase intentions of cell phones. Second, analytic network process (ANP) and structural equation modeling (SEM) are integrated into an SEM–ANP multi-criteria evaluation model. Results show that the weights for credibility, entertainment, focused immersion, and intrinsic interest are the highest. Furthermore, consumers believe that mobile advertising is a good informational reference for purchase decisions, and that the interaction of advertising value and the value of flow experience affect purchase intentions. Compared to informational advertisements, transformational advertisements are found to have a better effect on stimulating purchase intentions. Marketers are suggested to focus on transformational advertisements, supplemented by informational advertisements when designing mobile advertising campaigns.

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影响购买意愿的移动广告SEM-ANP多标准评估模型:情境感知和流量体验的价值视角

摘要在对移动广告中流量体验的有限研究中，重点是广告的价值和流量体验的影响。本研究基于情境意识和流量体验的价值，调查了移动广告影响购买意向的因素。首先，将相关研究的文献综述和验证性因素分析相结合，确定影响手机购买意愿的关键因素。其次，将分析网络过程（ANP）和结构方程建模（SEM）集成到SEM–ANP多准则评价模型中。结果表明，可信度、娱乐性、专注沉浸感和内在兴趣的权重最高。此外，消费者认为移动广告是购买决策的良好信息参考，广告价值和流量体验价值的互动影响购买意愿。与信息广告相比，转型广告在激发购买意愿方面有更好的效果。建议营销人员在设计移动广告活动时，重点关注转型广告，并辅以信息广告。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Promotion Management Business, Management and Accounting-Marketing

CiteScore

6.10

自引率

0.00%

发文量

期刊介绍： The Journal of Promotion Management will keep you up-to-date on applied research and planning in promotion management. It is designed for practitioners in advertising, public relations, and personal selling, as well as academicians, researchers, and teachers in these areas. Every year, businesses in the United States budget approximately two-thirds of all marketing money into consumer and trade promotions designed to push products through the distribution chain. Any successful brand marketing plan relies on promotion, whether to stimulate immediate sales or ensure continued commerce.