The Effect of Mobile Advertising on Purchase Intention through Advertising Value and Flow Experience on Smartphone Users
DOI:
https://doi.org/10.31933/dijms.v5i3.2319Keywords:
smartphone, mobile, advertising, user, valueAbstract
Current technological developments are in line with the development of increasingly sophisticated mobile phone technology and have an influence on people's lifestyles. The sophistication of smartphones is also accompanied by the high number of smartphone users in Indonesia, which has resulted in several brands dominating the Indonesian market until 2021. As smartphone sophistication continues to develop, customers who watch an advertisement will find the value of the advertisement and feel it when the message of the advertisement matches the customer's needs. Advertising value can be the main predictor in the context of smartphone mobile advertising. Apart from advertising value, it can also be influenced by Flow experience. Flow experience or flow experience is a positive emotion that individuals feel when carrying out activities with full involvement. This research will present the results of the quantitative analysis regarding the impact of mobile advertising on purchase intentions mediated by advertising value and flow experience. Data analysis in this study used 350 respondents by using PLS SEM analysis tools. The research results show that there is a positive and significant influence from the five hypotheses, including the influence of mobile advertising on purchase intention through advertising value and flow experience on smartphone users.
References
Chang, C. C. (2013). Examining users? intention to continue using social network games: A flow experience perspective. Telematics and Informatics, 30(4), 311–321. https://doi.org/10.1016/j.tele.2012.10.006
Csikszentmihalhi, M. (2020). Finding flow: The psychology of engagement with everyday life. Hachette UK.
Csikszentmihalyi, M. (1977). Beyond Boredom and Anxiety, second printing. San Francisco: Jossey-Bass.
Dehghani, M., Niaki, M. K., Ramezani, I., & Sali, R. (2016). Evaluating the influence of YouTube advertising for attraction of young customers. Computers in Human Behavior, 59, 165–172.
DeZoysa, S. (2002). Mobile advertising needs to get personal. Telecommunications International, 36(2), 8.
Drury, G. (2008). Opinion piece: Social media: Should marketers engage and how can it be done effectively? Journal of Direct, Data and Digital Marketing Practice, 9(3), 274–277.
Ducoffe, R. H. (1995). How Consumers Assess the Value of Advertising. Journal of Current Issues & Research in Advertising, 17(1), 1–18. https://doi.org/10.1080/10641734.1995.10505022
Ducoffe, R. H. (1996). Advertising value and advertising on the web-Blog@ management.
Journal of Advertising Research, 36(5), 21–32.
Elseidi, R. I., & El-Baz, D. (2016). Electronic word of mouth effects on consumers’ brand attitudes, brand image and purchase intention: an empirical study in Egypt. The Business & Management Review, 7(5), 268.
Ferdinand, A. (2014). Metode penelitian manajemen: Pedoman penelitian untuk penulisan skripsi tesis dan desrtasi ilmu manajemen.
Ghozali & Latan. (2015). Partial least squares konsep, teknik dan aplikasi menggunakan program SmartPLS 3.0 untuk penelitian empiris (Ed.2). Semarang: Badan Penerbit Universitas Diponegoro.
Ghozali, I. (2011). Aplikasi Analisis Multivariat Dengan Program SPSS. Semarang : Badan Penerbit Universitas Diponegoro.
Ghozali, I. (2016). Aplikasi Analisis Multivariete dengan Program IBM SPSS 23 (VIII).
Semarang: Badan Penerbit Universitas Diponegoro.
Ghozali, I., & Fuad, F. (2014). Structural Equation Modeling :Teori, Konsep, dan Aplikasi dengan Program Lisrel 9.10.
Ghozali, I., & Kusumadewi, K. A. (2016). Model Persamaan Struktural: Partial Least Square Path Modelling (PLS-PM), Generalized Structure Component Analysis (GSCA), Regularized Generalized Canonical Correlation Analysis (RGCCA). Semarang: Yoga Pratama.
Haghirian, P., Madlberger, M., & Tanuskova, A. (2005). Increasing advertising value of mobile marketing-an empirical study of antecedents. Proceedings of the 38th Annual Hawaii International Conference on System Sciences, 32c–32c.
Hair Jr., J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2009). MULTIVARIATE DATA
ANALYSIS (7th ed.). Pearson.
Hair Jr., J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). MULTIVARIATE DATA
ANALYSIS (8th ed.). Cengage Learning.
Ho, L. A., & Kuo, T. H. (2010). How can one amplify the effect of e-learning? An examination of high-tech employees’ computer attitude and flow experience. Computers in Human Behavior, 26(1), 23–31. https://doi.org/10.1016/j.chb.2009.07.007
Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations. Journal of Marketing, 60(3), 50–68.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Ita Prihatining Wilujeng, Handri Dian Wahyudi , Raisa Fitri, Alifia Ratna Sungkar
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish their manuscripts in this journal agree to the following conditions:
- The copyright on each article belongs to the author(s).
- The author acknowledges that the Dinasti International Journal of Management Science (DIJMS) has the right to be the first to publish with a Creative Commons Attribution 4.0 International license (Attribution 4.0 International (CC BY 4.0).
- Authors can submit articles separately, arrange for the non-exclusive distribution of manuscripts that have been published in this journal into other versions (e.g., sent to the author's institutional repository, publication into books, etc.), by acknowledging that the manuscript has been published for the first time in the Dinasti International Journal of Management Science (DIJMS).
