移动广告的接受和移动支付的使用

Q3 Business, Management and Accounting

International Journal of Technology Marketing Pub Date : 2021-07-27 DOI:10.1504/ijtmkt.2021.10037559

Soledad Ponce, C. Ugalde

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引用次数: 1

摘要

对影响移动信任、感知有用性和对移动广告态度的因素、影响接受移动广告意愿的因素和使用移动支付的因素进行了评估。从厄瓜多尔的移动用户中共收集了384份调查，并使用验证性因子分析(CFA)和结构方程模型(SEM)对概念模型进行了测试。结果表明，要想让用户接受移动广告，并有意使用移动支付，企业必须努力建立对移动用户的信任。从公司收到信息的人必须觉得广告是有用的，他们必须有一个积极的态度。这项研究为营销人员和广告商提供了有价值的信息，帮助他们了解移动广告的接受度如何促进移动支付的使用。

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Mobile advertising acceptance and use of mobile payment

An assessment was made on the factors that influence mobile trust, perceived usefulness and attitudes towards mobile advertising, factors that influence the intention to accept mobile advertising and the use of mobile payments. A total of 384 surveys were collected from mobile users from Ecuador and the conceptual model was tested with a confirmatory factor analysis (CFA) and structural equation modelling (SEM). The results showed that for there to be acceptance of mobile advertising and user intention to use mobile payment, companies must work to build trust in the mobile user. Recipients of messages from companies must feel that the advertising is useful and there must be a positive attitude on their part. This study provides valuable information for marketers and advertisers to understand how mobile advertising acceptance contributes to boost the use of mobile payment.

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来源期刊

International Journal of Technology Marketing Business, Management and Accounting-Marketing

CiteScore

1.70

自引率

0.00%

发文量

期刊介绍： IJTMkt proposes and fosters discussion on the advancement of marketing practice and theory, with emphasis on technology and technology intensive products. This perspective acknowledges the complexity and importance of linking technology and marketing issues, as well as the necessity of innovatively marketing technology and technology intensive products.