Why smartphone advertssnn atraats austomers
Kim & Han (2014)
Flow: a fully immersed state that people experience when they act with total involvement. It is the
central process in consumer web browsing or navigaton and it is one of the key factors for leading
customers to purchase intenton in the context of online service.
Theoretaal baaknround and hypothesss development
Advertssnn value: a subjectve evaluaton of the relatve worth or utlity of advertsing to consumers.
Cognitve predictors for advertsing value:
Informatveness: the extent to which the advertsing message includes informatonal content
Advertssnn aredsbslsty: percepton of the truthfulness/believability of advertsing in general.
Affectve predictors for advertsing value:
Entertasnment: the ability to fulfl needs for diversion, enjoyment or emotonal release.
Irrstaton: the extent to which the advertsement is causing displeasure and impatence.
Economics predictors for advertsing value:
Inaentves: monetary benefts (discounts, coupons, gifss and nonmonetary benefts (status
awards, right for priority services.
As customers positvely evaluate the advertsing value, their attude to products or services would
become positve.
Hypothesss 1: perceived advertsing value is positvely associated with purchase intenton.
Flow experience in smartphone advertsements can be crucial on customer decision whether or not
they quit the partcipatory behaviour in smartphone advertsements, and whether or not they
purchase the products or services advertsed.
Hypothesss 2: fow experience is positvely associated with purchase intenton.
Goal clarity is an antecedent of fow state. Once customers evaluate received advertsing messages
as useful, the messages may be matched to their needs or include value-added informaton.
Hypothesss 3: perceived advertsing value is positvely associated with fow experience.
The primary use of advertsing for customers is to acquire product informaton. A marketer should
prioritze the informatveness of advertsing.
Hypothesss 4-1: perceived informatveness of smartphone advertsements is positvely associated
with perceived advertsing value.
Informatveness can connect with the cogniton of customer needs. When news includes customer
needs, the customer enjoys understanding details. The customer concentrates on the messages and
does not miss an opportunity regarding product informaton.
Hypothesss 4-2: perceived informatveness of smartphone advertsements is positvely associated
with fow experience.
Advertsing credibility has a direct positve effect on the evaluaton of customers.
Hypothesss 5-1: perceived credibility of smartphone advertsements is positvely associated with
perceived advertsing value.
Kim & Han (2014)
Flow: a fully immersed state that people experience when they act with total involvement. It is the
central process in consumer web browsing or navigaton and it is one of the key factors for leading
customers to purchase intenton in the context of online service.
Theoretaal baaknround and hypothesss development
Advertssnn value: a subjectve evaluaton of the relatve worth or utlity of advertsing to consumers.
Cognitve predictors for advertsing value:
Informatveness: the extent to which the advertsing message includes informatonal content
Advertssnn aredsbslsty: percepton of the truthfulness/believability of advertsing in general.
Affectve predictors for advertsing value:
Entertasnment: the ability to fulfl needs for diversion, enjoyment or emotonal release.
Irrstaton: the extent to which the advertsement is causing displeasure and impatence.
Economics predictors for advertsing value:
Inaentves: monetary benefts (discounts, coupons, gifss and nonmonetary benefts (status
awards, right for priority services.
As customers positvely evaluate the advertsing value, their attude to products or services would
become positve.
Hypothesss 1: perceived advertsing value is positvely associated with purchase intenton.
Flow experience in smartphone advertsements can be crucial on customer decision whether or not
they quit the partcipatory behaviour in smartphone advertsements, and whether or not they
purchase the products or services advertsed.
Hypothesss 2: fow experience is positvely associated with purchase intenton.
Goal clarity is an antecedent of fow state. Once customers evaluate received advertsing messages
as useful, the messages may be matched to their needs or include value-added informaton.
Hypothesss 3: perceived advertsing value is positvely associated with fow experience.
The primary use of advertsing for customers is to acquire product informaton. A marketer should
prioritze the informatveness of advertsing.
Hypothesss 4-1: perceived informatveness of smartphone advertsements is positvely associated
with perceived advertsing value.
Informatveness can connect with the cogniton of customer needs. When news includes customer
needs, the customer enjoys understanding details. The customer concentrates on the messages and
does not miss an opportunity regarding product informaton.
Hypothesss 4-2: perceived informatveness of smartphone advertsements is positvely associated
with fow experience.
Advertsing credibility has a direct positve effect on the evaluaton of customers.
Hypothesss 5-1: perceived credibility of smartphone advertsements is positvely associated with
perceived advertsing value.
