Do Affective Variables Make a Difference in Consumers Behavior [PDF]

Jan 3, 2017 - More specifically, it sought to identify the antecedents of attitudes toward mobile advertising and the br

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Front Psychol. 2016; 7: 2018.

PMCID: PMC5206691

Published online 2017 Jan 3. doi: 10.3389/fpsyg.2016.02018

Do Affective Variables Make a Difference in Consumers Behavior Toward Mobile Advertising? María Pilar Martínez-Ruiz, 1,* Alicia Izquierdo-Yusta, 2 Cristina Olarte-Pascual, 3 and Eva Reinares-Lara4 1 Department of Business Administration, University of Castilla-La Mancha, Albacete, Spain 2 Department of Business Administration, University of Burgos, Burgos, Spain 3 Department of Economics and Business Studies, Universidad de La Rioja, Logroño, Spain 4 Department of Business Administration, Universidad Rey Juan Carlos, Madrid, Spain Edited by: Guendalina Graffigna, Università Cattolica del Sacro Cuore, Italy Reviewed by: Marco Giovanni Mariani, University of Bologna, Italy; CPH Myburgh, University of Johannesburg, South Africa *Correspondence: María Pilar Martínez-Ruiz [email protected] This article was submitted to Organizational Psychology, a section of the journal Frontiers in Psychology Received 2016 Jun 27; Accepted 2016 Dec 12. Copyright © 2017 Martínez-Ruiz, Izquierdo-Yusta, Olarte-Pascual and Reinares-Lara. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.

Abstract

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Introduction

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Conceptual framework

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Antecedents of attitude toward mobile advertising

Consequences of attitude toward mobile advertising

Research methodology

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Results

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Conclusions

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Author contributions

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Conflict of interest statement

Acknowledgments

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Footnotes

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1In addition to perceived usefulness, TAM tends to include the variable perceived ease of use. However, as the relevant literature has shown that it has a much smaller impact on technology acceptance than perceived usefulness (e.g., Van Der Heijden, 2004), it was not included in this study. 2TAM2 differs from the original TAM in that it includes three additional variables: the subjective norm, voluntariness, and image (c.f., Venkatesh and Davis, 2000).

References

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Articles from Frontiers in Psychology are provided here courtesy of Frontiers Media SA

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