The Effect of Advertising Attributes of Mobile Application for Delivery Food on Attitude toward Advertisement, Attitude toward Brand and Purchase Intention

Mobile applications for delivery food become useful and influences the changes of consumer’s purchase intention. The purpose of this study is to identify the advertising attributes of mobile application for delivery food and the impact on users’ attitudes toward advertisement, brand and purchase intention. A total of 396 responses were analyzed out of 430 by SPSS WIN 16.0 and AMOSS 22. This study identified the three essential attributes of food mobile application including informativeness, reliability and irritation. The result is that the informativeness and reliability positively influence users’ attitudes toward advertisement and brand, but irritation does not influence users’ attitudes toward advertisement and brand. Also, this study found the significant effect of users’ attitudes toward advertisement on their attitudes toward brand, but its insignificant effect on purchase intention.