Professional Documents
Culture Documents
SHINTARO OKAZAKI
How does trust affect consumer attitudes and recall in mobile advertising? This study
Universidad Autonoma
de Madrid
obarquitec@coac.net
campaign in Japan. Two "real" brands (one durable and one nondurable good) of
major Japanese manufacturers were used as study stimuli. Using a push messaging
AKIHIRO KATSUKURA
Dentsu Inc.
akihiro.katsukura@
dentsu.co.jp
service, both a campaign message and a subsequent questionnaire for each brand
were sent to 40,000 opt-in mobile users. Five primary constructs were examined:
brand trust, mobile advertising trust, attitude toward brand, attitude toward mobile
MAMORU NISHIYAMA
advertising, and mobile campaign recall. Findings suggest that a mobile campaign's
Dentsu Inc.
recall largely depends on perceptions of both the medium and the advertised content,
m.nishiyama@dentsu.co.jp
and that the effects of mobile advertising trust on attitude toward mobile advertising
were stronger than those of other relationships. The path from attitude toward brand
to mobile campaign recall was notably and statistically stronger for the durable good
sample than for the nondurable good sample. Only in the durable good sample is
attitude toward brand a mediating variable in linking attitude toward mobile advertising
and mobile campaign recall. This study offers a basic but useful research framework
for a mobile-based online survey.
L QF HDUERTISinG RESEHRCH 1 6 5
TABLE 1
Prior Research on Mobile Advertising
Sample
Methodology
Gender
Research
(Male/
Authors
Topic
Population
Barwise and
Adoption of
General
Size
500
Scale
Reliability
Age
Female)
Occupation
Response
Rate
Survey
Type
Assessment
16-30
50%/50%
Unknown
100%
P&P"
Interval
CFA,'' a
consumers
scale
based push
advertising
Okazaki
(2004)
Perceptions
General
of pull-type
consumers
800
n.a.=
n.a.
Students,
8.0%
P&P
office workers,
7-point
CFA,
CFA,
Likert
housewives.
advertising
platform
professionals.
etc.
Tsang, Ho,
Adoption of
Mobile
and Liang
SMS
internet
(2004)
advertising
users
Rettie,
Adoption of
General
Grandcolas.
SMS
consumers
and Deakins
advertising
430
5,401
Under 30
Students
(85%)
(60%)
Unknown
Unknown
88.3%
P&P
7-point
Likert
Unknown
25%
Phone
Ordinal
n.a.
7-point
CFA
interview
(2005)
Wu and
Adoption of
General
Wang (2005)
m-commerce
consumers
(including
-H mobile banking
advertising)
users + students
Wang and
Liao (2007)
Satisfaction in Mobile
m-commerce
850
Under 39
Unknown
(82%)
Students,
36.7%
P&P
office workers.
Likert
etc.
116
site users
Under 4 1
76%/24%
Unknown
n.a.
P&P
(average:
(including
7-point
CFA,
Likert
24)
advertising)
255
18-39
59%/41%
Lin and
Loyalty in
University
Students,
n.a.
Wang (2006)
m-commerce
students
high-firm
(quota
(including
-^ general
employees.
sample)
advertising)
consumers
and insurance
P&P
7-point
CFA
Likert
employees
''i^&P = paper-and-pencil survey
''CFA = confirmatory factor analysis
'n.a. = not available
Traditionally, the relevance and credibility of advertisements have been considered important mediators of advertising
effects (MacKenzie and Lutz, 1989). In
particular, perceived trust can be seen as
consumer feedback, reflecting individuals' determination of whether the imparted information is true or false. Trust
becomes crucial when consumers must
make decisions or take action on the basis
of uncertain information. On the internet,
however, it may be seen as more difficult
to distinguish between more and less trustworthy information because, as is not the
case with traditional media, much of the
content of online information is not subject to governmental or ethical regulation
(Eastin, 2001). In tbis light, Hoffman, Novak, and Peralta (1999) claim that a fundamental mistrust by customers of online
business lends support to the view of
some separation between brand identity
and brand experience. Tbis lack of faith
in the unregulated flow of information
presents a similar problem for those seeking information via mobile devices.
In this vein, Sadeh (2002) points out
that the success factors associated with
the i-mode m-commerce portal are precur168
DFflDOERTISlOGRESEeRCH June 2 0 0 7
An attitude toward an object can be dofined as an individual's internal evaluation of it on tbe basis of his or her beliefs
(Fishbein and Ajzen, 1975). In other words,
beliefs determine tbe basic form of the
attitude, which in turn triggers behavioral
H6:
RESEARCH HYPOTHESES
H7:
H2:
H3:
H4:
H5:
Questionnaire design
structured Questionnaire
MelJI
Carl
Present for
10,000 people
Sales campaign!
Buy our Carl and win
a sweepstake,
because 10,000
people can get a
mysterious picture
book. Free screen
image, applications,
too...
Please click here for
One week
later
NTT DoCoMo:
This message is free
of packet
transmission charges.
Invitation to
the survey.
Explanation of
the incentives
for participants
Question items
to measure five
constructs and
demographics
For each type of product, 40,000 pseudocampaign messages were sent to the opt-in
users. Thus, 80,000 messages were sent in
total. The respondents were randomly chosen from the customer database in the
greater Tokyo Metropolitan District area,
including three nearby prefectures. The
click-through rate was estimated at approximately 17 percent for the durable
good sample and 13 percent for the nondurable good sample. Thus, approximately 6,800 and 5,200 consumers,
respectively, actually "checked" the link.
In total, we received 1,335 usable responses for the audio player and 1,899 for
the com snack, which made the response
rate, based on the total clicks, approximately 19.6 and 35.5 percent, respectively.
All the surveys were completed by the
end of July 2005.
Respondent profile
The research model was tested by structural equation modeling (SEM), which is
an approach to modeling complex dependencies among unobserved or hypothesized variables, such as perceptions,
beliefs, and attitude. With SEM, any variable can serve as a predictor of any other
variable, whether it is observed or hypothesized. By simultaneously evaluating dependencies among variables, SEM extends
traditional modeling techniques by providing additional insight into the underlying nature of relationships. Thus, this
approach is considered to be appropriate
to test causal relationships between the
five constructs of brand trust, mobile advertising trust, attitude toward brand, attitude toward mobile advertising, and
mobile campaign recall. We used AMOS
5.0 to conduct all the analyses.
Table 2 summarizes the major demographics of the respondents for each sample
(durable and nondurable goods) in terms
of gender, age, and occupation. Generally
speaking, the respondents of both samples exhibited very similar characteristics.
TABLE 2
Durable Good
Nondurable Good
(W = 1,335)
(/V = 1,899)
1^ .
A-^ R
AO o
....i:^f^^^
56.4
57.8
29.2
25.6
20-24
26 7
24 2
25-29
20.8
20.6
....'^9~?.^.
i^5.".^
?;?..?:
35-39
8.5
11.0
. _ ..
.-
.1
.2
17.2
14.4
University
181
16 0
Clerical/research
10.4
9.8
....^.'?.'??.'.".'.^*I'.^.V.y.?.
Sales/service
^9.-?.
19.1
^9..?
20.9
,.,
. ,
Managerial
. _
1.9
. _
1.7
9.2
.4
10.7
.9
Housewives
6.4
7.8
Unemployed
6.3
7.5
;64 (p = .423)
Age
....45.yearsold<
18.97 ( p = .004)
Occupation
....Sl^lj^d Prafessional
Self-ennployed
Nonfixed fee
1 5 . 8 3 ( p = .071)
Monttily bill
....:.\^^....!^^.
....
?!T.'.?
44.9
45.2
.03(p=.860)
the models.
1 7 2 JOURIlflL OFflOOEflTISlOOflESEflfiCHJune 2 0 0 7
Composite
Variance
Constructs
Alpha
Reliability
Extracted
_
,
Brand trust
,.,^
.60
^^
.90
.^
.43
.73
.71
.94
.96
.53
.59
.56
.85
.40
.83
.98
.71
TABLE 4
Structural Model Results
Durable Good
Nondurable Good
Standardized
Standardized
Hypothesized Paths
Mobile advertising trust
Coefficient
>
t-Vaiue
Coefficient
t-Vaiue
.83
8.45
*+*
.85
11.41
***
**
Brand trust
->
.32
5.12
***
.27
7.31
-^
-.12
-.92
.360 -.30
-1.80
->
.52
3.34
***
.95
5.09
**
->
.14
3.53
*+*
.07
1.46
.144
>
.56
7.30
.49
8.72
***
.072
X^ = 482.02
X^ = 567.32
GFI = .96
GFI = .96
AGFI = .93
AGFI = .94
CFI = .89
CFI = .92
RMSEA = .075
RMSEA = .070
iViedlation anaiysis
iVIuitigroup analysis
were
stronger
than
those
of
other
relationships.
mobile advertising affect the level of mobile campaign recall. That is, a mobile
campaign's memorability is likely to depend on perceptions of both the medium
and the advertised content. Especially, we
should note that the effects of mobile advertising trust on attitude toward mobile
advertising were stronger than those of
other relationships.
Second, there are notable differences in
the strength of the paths across the product types (i.e., durable and nondurable
goods). In particular, a careful observation of the standardized coefficients reveals that the path from attitude toward
brand to mobile campaign recall was
notably and statistically stronger for the
durable good sample than for the nondurable good sample. Furthermore, attitude toward brand is a mediating variable
in linking attitude toward mobile advertising and mobile campaign recall only
in the durable good sample. This implies
that, as far as the durable good is concerned, mobile campaign recall seems to
rely primarily on the strength of the brand
to be effective.
Third, our data indicate that mobile advertising trust may negatively influence
attitude toward brand, although this path
was statistically insignificant in both samples. This result somewhat corroborates
Tsang, Ho, and Liang's (2004) study of
r
HOW MOBILE ADVERTISING WORKS
2005.
MAMORU NiSHiYAiMA is an associate account supervisor at Dentsu Inc., Japan. He has been engaged in
various account planning activities. He holds a B.A.
from the University of Osaka and an M.A. from the
1975.
REFERENCES
works. His work has appeared in the Jourrtal of Advertisir)g. the tnternatior)al Journal of Advertisirig, the
(1998): 343-73.
http://www.computerworld.com.au/index.
BARON,
R. M., and
D.
A.
KENNY.
"The
php/id;683598969;fp;16;fpid;0|.
1173-82.
1 7 6 JOURiL DFflDUERTISlOGflESEflRCHJune 2 0 0 7
release.html?param%5Bno%5D=454], accessed
bile." Creative Showcase, 2005a: [URL: http:// ical Examination of the Structural Antecedents
of Attitude Toward the Ad in an Advertising
www.imediaconnection.com/content/7191.asp],
accessed November 18, 2005.
MuLLMAN, JEREMY. "A-B under Fire for Cellphone Advertising." Advertising Age, April 10,
2006: [URL: http://adage.com/article?article_
id = 108342].
2004.
2005.
"Introduction to the Special Issue: Mobile Business: Technological Pluralism, Social Assimila-
Home
nttdocomo.co.jp/english/service/imode/mail_
message/index.html], accessed on May 22, 2006.
(2004): 429-54.
Launch i-Mode Service in Spain." Press reKIM, D., and I. BENBASAT. "Trust-Related Ar-
press/pressrelease.html?param%5Bno%5D=
. "What Do We Know about Mobile Internet Adopters? A Cluster Analysis." Information & Management 43, 2 (2006): 127-41.
nttdocomo.com/presscenter/pressreleases/
LIN, H . H., and Y. S. WANG. "An Examination
press/pressrelease.html?param%5Bno%5D=
com/presscenter/pressreleases/press/press
(1998): 305-22.
304-12.
indiana.edu/vol6/ issue2/sheehan.html].
WANG, Y S., and Y. W. LIAO. "The Conceptual-
1 (2007): 381-98.
2005.
719-29.
of
the Revised
Technology
Acceptance