Advancing the Value and Application of Mobile Advertising: Moving Beyond Structural Equation Modeling Analysis to Algorithms

Tsui-Yii Shih ； Li-Chi Yang

《International Journal of Information and Management Sciences》 28卷2期 (2017/06) Pp. 153-175

https://doi.org/10.6186/IJIMS.2017.28.2.6

摘要

This research combines the content of integrated advertising features with both advertising value and adoption intention in order to develop a conceptual framework, compare consumers' attitudes, and adoption behaviors concerning permission-based and location-based mobile advertising applications. Statistical techniques for analyzing response data include structural equation modeling (SEM) and fuzzy set qualitative comparative analysis (fsQCA). The research findings of the SEM analysis suggest that irritation, credibility and privacy protection have significant effects, and informativeness and entertainment play various and critical roles when it comes to the value of permission and location-based mobile advertising. The results of an fsQCA analysis identify that a few available complex configurations of antecedent conditions are sufficient indicators of mobile advertising value; in addition, contrarian cases and casual asymmetry occur. Theoretical and practical implications, as well as future applications, are also discussed in this study.

關鍵字

Mobile advertising ； advertising content ； informativeness ； entertainment ； fuzzy set/Qualitative Comparative Analysis (fsQCA)

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