Examining the Determinants of Consumer Purchase Intention towards Mobile Advertising

This paper examines the factors influencing consumer purchase intention towards mobile advertising in Melaka, a historical city in Malaysia. Irritation, entertainment, informativeness, credibility, incentives and emotional values were hypothesised to explain advertising value. The relationship between advertising value and purchase intention of consumers towards mobile advertising were also examined. To obtain the data for the analysis in this study, a set of self-administered questionnaires have been distributed to the 150 respondents who are involved in online shopping and familiar with mobile advertising. Structural equation modeling was used to test the relationship between all the variables in the model. The findings have indicated that all the relationships tested are significant except entertainment. This research enables marketers or advertisers and consumers to know which factors influence the purchase intention towards mobile advertising in Melaka. Theoretically, this study adds valuable knowledge to the existing literature on mobile advertising. From managerial perspective, the findings of this study will enable marketers to have better planning in their marketing strategies through mobile advertising to attract more consumers. This study also gives an insight to mobile advertising companies from the perspective of the respondents’ view towards their purchasing intention.