Effects of mobile advertisement and advertisement involvement on purchase intention in tourism industry

Angela Chang

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Consumer Behavior and Marketing Influence Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

The changes of social environments have tourism businesses encounter distinct pressure that the business performance becomes more important. Enhancing visitorsPurchase Intention therefore becomes a key item for tourism businesses Mobile Advertisement strategy with limited costs to stimulate a consumers Purchase Intention in the market. With online questionnaire survey, the users of TraNews/TTNews are sampled. Total 800 copies of questionnaires are distributed and collected, and 488 valid copies are retrieved, with the retrieval rate 61%. Each retrieved copy is regarded as a valid sample in this study. The research results reveal 1. partially effects of Advertisement Involvement on Mobile Advertisement, 2. effects of Advertisement Involvement on Purchase Intention, 3. significantly positive effects of Mobile Advertisement on Thinking of purchase in Purchase Intention, 4. partially remarkably positive effects of Mobile Advertisement on Willing to purchase in Purchase Intention, and 5. notably positive effects of Mobile Advertisement on Recommending for others in Purchase Intention.

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2011Apparel product attributes, web browsing, and e-impulse buying on shopping websites 2011The Effectiveness of Branded Mobile Phone Apps 2012Innovative mobile marketing via smartphones 2012Exploring convenience in mobile commerce: Moderating effects of gender 2012The integrated mobile advertising model: The effects of technology- and emotion-based evaluations 2011Personalized mobile advertising: Its key attributes, trends, and social impact 2010Emotional advertising: Revisiting the role of product category 2009Comparison of the Paths From Consumer Involvement Types To Ad Responses Between Corporate Advertising And Product Advertising

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