[go: up one dir, main page]
Skip to main content
SpringerLink
Log in

Mobile advertising avoidance: exploring the role of ubiquity

  • General Research
  • Published:
Electronic Markets Aims and scope Submit manuscript

Abstract

Drawing upon prior research on Internet information privacy concerns, this study examines the effects of perceived ubiquity on consumers’ acceptance of mobile advertising. We postulate that, due to increasing unethical information practice, ubiquity can be perceived both positively and negatively, exercising complex effects on trust, risk, attitude, and intention to delete the ad. With 510 Japanese general consumers, our findings indicate that perceived ubiquity significantly strengthens trust and attitude toward the ad, while none of the negative effects are confirmed. Perceived ubiquity is therefore generally accepted as a favorable utility of mobile communication, leading to more likely acceptance of the ad it delivers. In closing, theoretical and managerial implications are discussed, and important limitations are recognized.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Subscribe and save

Springer+ Basic
$34.99 /Month
  • Get 10 units per month
  • Download Article/Chapter or eBook
  • 1 Unit = 1 Article or 1 Chapter
  • Cancel anytime
Subscribe now

Buy Now

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Fig. 1
Fig. 2

Similar content being viewed by others

References

  • Aaltonen, A., Huuskonen, P., & Lehikoinen, J. (2005). Context awareness perspectives for mobile personal media. Information Systems Management, 22(4), 43–55.

    Article  Google Scholar 

  • Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modelling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411–423.

    Article  Google Scholar 

  • Aviolo, B. J., Yammarino, F. J., & Bass, B. M. (1991). Identifying common methods variance with dates collected from a single source: An unresolved sticky issue. Journal of Management, 17(4), 571–587.

    Article  Google Scholar 

  • Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74–94.

    Article  Google Scholar 

  • Balasubramanian, S., Peterson, R. A., & Jarvenpaa, S. L. (2002). Exploring the implications of M-commerce for markets and marketing. Journal of the Academy of Marketing Science, 30(24), 348–361.

    Article  Google Scholar 

  • Barnes, S. J. (2002). Wireless digital advertising: Nature and implications. International Journal of Advertising, 21(3), 399–420.

    Google Scholar 

  • Berry, L. L., Seiders, K., & Grewal, D. (2002). Understanding service convenience. Journal of Marketing, 66, 1–17.

    Article  Google Scholar 

  • Bolton, R. N., & Drew, J. H. (1991). A longitudinal analysis of the impact of service changes on customer attitudes. Journal of Marketing, 55(1), 1–10.

    Article  Google Scholar 

  • CNET.co.uk (2006). Mobile spam spells trouble for text-based ads. Cnetcouk, March 14.

  • D2 Communications. (2006). Mobile Research: 58.4% use mobile coupons and discounts more than once per month. Japan Mobile Marketing Magazine, 27, 2.

    Google Scholar 

  • Dabholkar, P. A., & Bagozzi, R. (2002). An attitudinal model of technology-based self-service: Moderating effects of consumer traits and situational factors. Journal of the Academy of Marketing Science, 30(3), 184–201.

    Google Scholar 

  • Davis, M. M., & Vollmann, T. E. (1990). A framework for relating waiting time and customer satisfaction in a service operation. Journal of Services Marketing, 4(1), 61–69.

    Article  Google Scholar 

  • Democracy (2009). Center of Digital Complaint and request for inquiry and injunctive relief concerning unfair and deceptive mobile marketing practices. wwwdemocraticmediaorg, accessed on March 1, 2011.

  • Dickenger, A., & Kleijnen, M. (2008). Coupons going wireless: Determinants of consumer intentions to redeem mobile coupons. Journal of Interactive Marketing, 22(3), 23–39.

    Article  Google Scholar 

  • Durrande-Moreau, A., & Usunier, J. C. (1999). Time styles and the waiting experience: An exploratory study. Journal of Service Research, 2(2), 173–186.

    Article  Google Scholar 

  • Elliott, M. T., & Speck, P. S. (1998). Consumer perceptions of advertising clutter and its impact across various media. Journal of Advertising Research, 38(1), 29–42.

    Google Scholar 

  • Feldman, L. P., & Hornik, J. (1981). The use of time: An integrated conceptual model. Journal of Consumer Research, 7(4), 407–417.

    Article  Google Scholar 

  • Fishbein, M., & Ajzen, I. (1975). Beliefs, attitude, intention and behaviour: An introduction to theory and research. Reading: Addison-Wesly.

    Google Scholar 

  • Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.

    Article  Google Scholar 

  • Galanxhi, H., & Nah, F. F. H. (2006). Privacy issues in the era of ubiquitous commerce. Electronic Markets, 16(3), 222–232.

    Article  Google Scholar 

  • Gambetta, D. (1988). Can we trust? In D. G. Gambetta (Ed.), Trust (pp. 213–237). New York: Basil Blackwell.

    Google Scholar 

  • Gao, Q., Rau, P., & Salvendy, G. (2009). Perception of interactivity: Affects of four key variables in mobile advertising. International Journal of Human Computer Interaction, 25(6), 479–505.

    Article  Google Scholar 

  • Gurau, C., & Ranchhod, A. (2009). Consumer privacy issues in mobile commerce: a comparative study of British, French and Romanian consumers. Journal of Consumer Marketing, 26(7), 496–507.

    Article  Google Scholar 

  • Hawkins, D., Best, R., & Coney, K. (2001). Consumer behavior: Building marketing strategy (8th ed.). New York: McGraw-Hill.

    Google Scholar 

  • Heinonen, K. (2006). Temporal and spatial e-service value. International Journal of Service Industry Management, 17(4), 380-400.

    Google Scholar 

  • Hoffman, D. L., Novak, T. P., & Venkatesh, A. (2004). Has the internet become indispensable? Communications of the ACM, 47(7), 37–42.

    Article  Google Scholar 

  • Jacoby, J., Szybillo, G. J., & Berning, C. K. (1976). Time and consumer behavior: An interdisciplinary overview. Journal of Consumer Research, 2(4), 320–339.

    Article  Google Scholar 

  • Jarvenpaa, S. L., Lang, K., Takeda, Y., & Tuunainen, V. (2003). Mobile commerce at crossroads. Communications of the ACM, 26(12), 41–44.

    Article  Google Scholar 

  • Jarvenpaa, S. L., Tractinsky, N., & Saarinen, L. (1999). Consumer trust in an internet store: A cross-cultural validation. Journal of Computer-Mediated Communication, 15(2), 1–15.

    Google Scholar 

  • Kakihara, M., & Sørensen, C. (2002). Mobility: An extended perspective. In Proceedings of the Hawaii International Conferenceon System Sciences (pp.1–10), January 7–10, HI.

  • Katz, K. L., Larson, B. M., & Larson, R. C. (1991). Prescription for the waiting-in-line blues: Entertain, enlighten, and engage. Sloan Management Review, 32(2), 44–53.

    Google Scholar 

  • Keppel, G. (1991). Design and analysis. A researcher’s handbook (3rd ed.). Englewood Cliffs: Prentice- Hall.

    Google Scholar 

  • Kim, S. H., & Garrison, G. (2009). Investigating mobile wireless technology adoption: An extension of the technology adoption model. Information Systems Frontiers, 11(3), 323–333.

    Article  Google Scholar 

  • Kleijnen, M., Ruyter, K., & Wetzels, M. (2007). An assessment of value creation in mobile service delivery and the moderating role of time consciousness. Journal of Reatiling, 83(1), 33–46.

    Article  Google Scholar 

  • Ko, E., Kim, E. Y., & Lee, E. K. (2009). Modeling consumer adoption of mobile shopping for fashion products in Korea. Psychology and Marketing, 26, 669–687.

    Article  Google Scholar 

  • Kosinski, E. (2008). Japanese privacy guidelines require tighter oversight of data processors. Privacy Laws and Business International Newsletter, 92, 6.

    Google Scholar 

  • Lwin, M., Wirtz, J., & Williams, J. D. (2007). Consumer online privacy concerns and responses: A power–responsibility equilibrium perspective. Journal of the Academy of Marketing Science, 35, 572–585.

    Article  Google Scholar 

  • MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing, 23(May), 130–143.

    Google Scholar 

  • Magnaglobal (2011). 2011 Advertising Forecast. New York, NY: Magnaglobal. http://www.neoadvertising.com/ch/wp-content/uploads/2011/06/2011-MAGNAGLOBAL-Advertising-Forecast-Abbreviated.pdf, accessed on December 12, 2011.

  • Malhotra, N. K., Kim, S., & Agarwal, J. (2004). Internet users’ information privacy concerns (IUIPC): The construct, the scale, and a causal model. Information Systems Research, 15(4), 336–355.

    Article  Google Scholar 

  • MarketingWeek (2011). O2, Orange & Vodafone team up to develop m-payment standards. June 29, http://www.marketingweek.co.uk/sectors/telecoms-and-it/o2-orange-and-vodafone-team-up-to-develop-m-payment-standards/3027968.article, accessed on December 1, 2011.

  • Mathwick, C., Malhotra, N., & Rigdon, E. (2001). The effect of dynamic retail experiences on experiential perceptions of value: An internet and catalog comparison. Journal of Reatiling, 78(1), 51–60.

    Article  Google Scholar 

  • Mayer, R., Davis, J., & Schoorman, F. (1995). An integrative model of organizational trust. Academy of Management Review, 20(3), 709–734.

    Google Scholar 

  • McKnight, D., Cummings, L., & Chervany, N. (1998). Initial trust formation in new organizational relationships. Academy of Management Review, 23(3), 473–490.

    Google Scholar 

  • Media Aid (2009). Japan―Media Environment Open; State Looms Large. August 18, Open Source Center, Federation of American Scientists.

  • Meuter, M. L., Ostrom, A. L., Roundtree, R. I., & Bitner, M. J. (2000). Self-service technologies: understanding customer satisfaction with technology-based service encounters. Journal of Marketing, 64(3), 50–56.

    Article  Google Scholar 

  • Milberg, S. J., Smith, H. J., & Burke, S. J. (2000). Information privacy: Corporate management and national regulation. Organization Science, 11(1), 35–57.

    Article  Google Scholar 

  • Mitchell, V. W. (2001). Re-conceptualizing consumer store image processing using perceived risk. Journal of Business Research, 54(3), 167–172.

    Article  Google Scholar 

  • Miyazaki, A. D., & Fernández, A. (2001). Consumer perceptions of privacy and security risks for online shopping. Journal of Consumer Affairs, 35(1), 27–44.

    Article  Google Scholar 

  • Muk, A. (2007). Consumers’ intentions to opt in to SMS advertising: A cross-national study of young Americans and Koreans. International Journal of Advertising, 26(2), 177–198.

    Google Scholar 

  • Navetta, D. (2011). Privacy legal risk environment shifts again. Inforsec Island, February 2, https://www.infosecisland.com/blogview/11456-Privacy-Legal-Risk-Environment-Shifts-Again.html, accessed on March 11, 2011.

  • Nysveen, H., Pedersen, P. E., & Thorbjornsen, H. (2005). Intention to use mobile services: Antecedents and cross-service comparisons. Journal of the Academy of Marketing Science, 33(3), 330–347.

    Article  Google Scholar 

  • Okazaki, S. (2009). Social influence model and electronic word of mouth: PC versus mobile internet. International Journal of Advertising, 28(3), 439–472.

    Article  Google Scholar 

  • Okazaki, S., Katsukura, A., & Nishiyama, M. (2007). How mobile advertising works: The role of trust in improving attitudes and recall. Journal of Advertising Research, 47(2), 165–178.

    Article  Google Scholar 

  • Pagani, M. (2004). Determinants of adoption of third generation mobile multimedia services. Journal of Interactive Marketing, 18(3), 46–59.

    Article  Google Scholar 

  • Parasuraman, A., & Zinkhan, G. M. (2002). Marketing to and serving customers through the Internet: An overview and research agenda. Journal of the Academy of Marketing Science, 30(4), 286–295.

    Article  Google Scholar 

  • Phelps, J. E., Nowak, G., & Ferrell, E. (2000). Privacy concerns and consumer willingness to provide personal information. Journal of Public Policy & Marketing, 19(Spring), 27–41.

    Article  Google Scholar 

  • Podsakoff, P. M., Mackenzie, S. B., Lee, J., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 20(5), 879–903.

    Article  Google Scholar 

  • Rose, E. A. (2006). An examination of the concern for information privacy in the New Zealand regulatory context. Information Management, 43, 322–335.

    Article  Google Scholar 

  • Schloenbachler, D., & Gordon, G. (2002). Trust and customer willingness to provide information in database-driven relationship marketing. Journal of Interactive Marketing, 16(3), 2–16.

    Article  Google Scholar 

  • Sheng, H., Nah, F., & Siau, K. (2008). An experimental study on ubiquitous commerce adoption: Impact of personalization and privacy concerns. Journal of the Association for Information Systems, 9(6), 344–376.

    Google Scholar 

  • Smith, H. J., Milberg, S. J., & Burke, S. J. (1996). Information privacy: Measuring, individuals’ concerns about organizational practices. MIS Quarterly, 20(2), 167–196.

    Article  Google Scholar 

  • Unni, R., & Harmon, R. (2007). Perceived effectiveness of push vs. pull mobile location-based advertising. Journal of Interactive Advertising, 7(2), 28–40.

    Google Scholar 

  • Varnali, K., & Toker, A. (2010). Mobile marketing research: The-state-of-the-art. International Journal of Information Management, 30(2), 144–151.

    Article  Google Scholar 

  • Watch (2010). Mobile Marketing 6 7 % of the world’s population are mobile subscribers. wwwmobilemarketingwatchcom, 2010.

  • Watson, R. T., Pitt, L. F., Berthon, P., & Zinkhan, G. M. (2002). U-commerce: Expanding the universe of marketing. Journal of the Academy of Marketing Science, 30(4), 333–347.

    Article  Google Scholar 

  • Westin, A. F. (1967). Privacy and freedom. New York: Atheneum.

    Google Scholar 

  • Xu, H., Teo, H. H., Tan, B. C. Y., & Agarwal, R. (2009). The role of push–pull technology in privacy calculus: The case of location-based services. Journal of Management Information Systems, 26(3), 135–173.

    Article  Google Scholar 

  • Zand, D. (1972). Trust and managerial problem solving. Administrative Science Quarterly, 17(2), 229–239.

    Article  Google Scholar 

  • Zeithaml, V. A. (2000). Service quality, profitability, and the economic worth of customers: What we know and what we need to learn. Journal of the Academy of Marketing Science, 28(1), 67–86.

    Article  Google Scholar 

Download references

Acknowledgment

This research was funded by a grant from the Spanish Ministry of Science and Innovation (National Plan for Research, Development and Innovation ECO2011-30105).

Author information

Authors and Affiliations

  1. Department of Finance and Marketing Research, College of Economics and Business Administration, Universidad Autónoma de Madrid, Cantoblanco, 28049, Madrid, Spain

    Shintaro Okazaki

  2. Department of Marketing College of Economics and Business Administration, University of Murcia, Campus de Espinardo, 30100, Murcia, Spain

    Francisco José Molina

  3. Faculty of Business Administration, Tokyo Fuji University, 3-8-1, Takadanobaba Shinjuku-ku, Tokyo, 169-0075, Japan

    Morikazu Hirose

Authors
  1. Shintaro Okazaki
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Francisco José Molina
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Morikazu Hirose
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Shintaro Okazaki.

Additional information

Responsible editor: Hans-Dieter Zimmermann

Rights and permissions

Reprints and permissions

About this article

Cite this article

Okazaki, S., Molina, F.J. & Hirose, M. Mobile advertising avoidance: exploring the role of ubiquity. Electron Markets 22, 169–183 (2012). https://doi.org/10.1007/s12525-012-0087-1

Download citation

  • Received:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s12525-012-0087-1

Keywords

JEL classification

Search

Navigation