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Article
Publication date: 31 May 2013

Hsin Hsin Chang, Hamid Rizal and Hanudin Amin

The aim of this study was to develop a theoretical model of email advertising effectiveness and to investigate differences between permission‐based email and spamming. By…

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Abstract

Purpose

The aim of this study was to develop a theoretical model of email advertising effectiveness and to investigate differences between permission‐based email and spamming. By examining different types of email (i.e. permission‐based email and spamming), the present study empirically tested the theoretical linkage between email advertising values, perceived instrusiveness, and the attitudinal‐behavioural dispositions towards email advertising.

Design/methodology/approach

A survey was conducted using 221 respondents from Taiwan. Two scenarios were designed for the present study. The questionnaires were equally divided into two sets, with the first half containing a scenario depicting permission‐based email, and the other half containing a scenario describing a spamming email. Each respondent only received one set of the survey.

Findings

Results from a survey of 221 Internet users in Taiwan indicate that values and attitudes toward, and the perceived intrusiveness of, email advertising significantly affect consumers’ behavioral dispositions toward email advertising. The results suggest that permission‐based email is more effective as compared to spam email advertising. For solicited email, consumers perceived less intrusiveness if the email advertisement offered them financial incentives.

Research limitations/implications

The authors acknowledge four limitations in this study. These limitations however provide further direction for future studies in the discipline. The discussion of these limitations is provided.

Practical implications

Importantly, this study yields significant theoretical and managerial implications. Concerned with the context of email advertising, the authors’ work provides theoretical support for both constructs of advertising values and perceived intrusiveness as important. Concerned with the advertisers, this study renders important implications for better planning of marketing mix strategy using email.

Originality/value

This study provides new theoretical insights into factors influencing consumers’ acceptance of email advertising by incorporating perceived intrusiveness as a mediator in the relationship between advertising values and attitudinal‐behavioral dispositions. By empirically comparing the different types of email advertisements of permission‐based email and spamming, the present study also offers better understanding and extending of the current literature on email advertising research.

Article
Publication date: 13 September 2023

Shimin Yin, Bin Li and Qi Zhou

Skippable video advertising offers users the option to skip directly to their desired video content after viewing a limited amount of advertising and is becoming a format…

Abstract

Purpose

Skippable video advertising offers users the option to skip directly to their desired video content after viewing a limited amount of advertising and is becoming a format increasingly preferred by advertisers. This study constructed a mediator model based on advertising attitude to examine the influence of users' perceived control and perceived intrusiveness on brand attitude and advertising avoidance intention in skippable video ads.

Design/methodology/approach

The study considered the structural equation model using a self-reporting measure method. The research model was tested using a sample of 302 respondents.

Findings

The results showed that perceived control positively affected ad and brand attitude and negatively affected advertising avoidance intention. Perceived intrusiveness negatively affected attitudes toward the advertising and the brand but positively affected advertising avoidance intention. Ad attitude and brand attitude had no significant influence on advertising avoidance intention. The results also confirmed that ad attitude mediates the path from perceived control and intrusiveness to brand attitude.

Originality/value

This study further enriches the theoretical development of skippable video ads and expands the perspective and scope of interactive advertising research.

Details

Marketing Intelligence & Planning, vol. 41 no. 8
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 1 November 2021

Dongwon Choi and Jooyoung Kim

The primary purpose of the current study was to examine how the presence of two digital ad features – an ad skip option and an ad time display, representing behavioral and…

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Abstract

Purpose

The primary purpose of the current study was to examine how the presence of two digital ad features – an ad skip option and an ad time display, representing behavioral and cognitive control, respectively – might influence viewer response to in-stream video ads in terms of perceived control, reactance and advertising outcomes.

Design/methodology/approach

A 2 (Ad skip option: presence vs. absence) × 2 (Ad time display: presence vs absence) between-subjects experiment was conducted online with 217 participants recruited via Qualtrics.

Findings

The results of the online experiment show that the presence of the ad skip option and ad time display related to a higher level of perceived control, predicting lower ad intrusiveness and ad irritation and more favorable attitude toward the ad.

Practical implications

The findings confirm that an ad skip option and an ad time display could minimize negative responses to in-stream video ads by increasing perceived control and reducing viewer reactance.

Originality/value

The findings provide empirical evidence that multiple dimensions of control features (i.e. behavioral and cognitive) can increase perceived control and strengthen its impact on advertising outcomes.

Details

Internet Research, vol. 32 no. 3
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 3 April 2023

Eugene Cheng-Xi Aw, Lai-Ying Leong, Jun-Jie Hew, Nripendra P. Rana, Teck Ming Tan and Teck-Weng Jee

Under the pressure of dynamic business environments, firms in the banking and finance industry are gradually embracing Fintech, such as robo-advisors, as part of their digital…

Abstract

Purpose

Under the pressure of dynamic business environments, firms in the banking and finance industry are gradually embracing Fintech, such as robo-advisors, as part of their digital transformation process. While robo-advisory services are expected to witness lucrative growth, challenges persist in the current landscape where most consumers are unready to adopt and even resist the new service. The study aims to investigate resistance to robo-advisors through the privacy and justice perspective. The human-like attributes are modeled as the antecedents to perceived justice, followed by the subsequent outcomes of privacy concerns, perceived intrusiveness and resistance.

Design/methodology/approach

An online survey was conducted to gather consumer responses about their perceptions of robo-advisors. Two hundred valid questionnaires were collected and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM).

Findings

The results revealed that (1) perceived anthropomorphism and perceived autonomy are the positive determinants of perceived justice, (2) perceived justice negatively impacts privacy concerns and perceived intrusiveness and (3) privacy concerns and perceived intrusiveness positively influence resistance to robo-advisors.

Originality/value

The present study contributes to robo-advisory service research by applying a privacy and justice perspective to explain consumer resistance to robo-advisors, thereby complementing past studies that focused on the technology acceptance paradigm. The study also offers practical implications for mitigating resistance to robo-advisors.

Details

International Journal of Bank Marketing, vol. 42 no. 1
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 31 August 2023

Xiaodong Li, Zibing Liu, Yuan Chen and Ai Ren

Message stream advertising (MSA) has become an increasingly popular option for advertising on mobile social media. However, MSA is often avoided by consumers, and this avoidance…

Abstract

Purpose

Message stream advertising (MSA) has become an increasingly popular option for advertising on mobile social media. However, MSA is often avoided by consumers, and this avoidance deserves more research attention. The purpose of this study is therefore to identify the underlying mechanism and key variables that affect consumer avoidance of MSA in the context of mobile social media.

Design/methodology/approach

A face-to-face survey was administered to current mobile users of WeChat (N = 438). Structural equation modeling was conducted to test the relationships in the research model.

Findings

Results revealed that mobile consumers employ mechanical avoidance methods (i.e. zipping, muting and zapping) against MSA. The findings also demonstrated that advertising intrusiveness (stimulus) is directly linked to negative emotions, perceived entertainment and sense of control (organism), which, in turn, relate to MSA avoidance (response).

Originality/value

The study contributes to the MSA avoidance literature by using the stimulus-organism-response model to deepen the understanding of consumers' MSA avoidance on mobile social media, and it suggests important managerial implications for advertising practitioners and platform operators.

Details

Information Technology & People, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-3845

Keywords

Article
Publication date: 5 July 2023

Naeem Akhtar, Umar Iqbal Siddiqi and Tahir Islam

The authors proposed a conceptual model by examining the influence of threats to their freedom on tourists’ psychological distance including social distance, spatial distance…

Abstract

Purpose

The authors proposed a conceptual model by examining the influence of threats to their freedom on tourists’ psychological distance including social distance, spatial distance, and temporal distance, which effect psychological reactance and the consequent online Airbnb booking intentions. Furthermore, media intrusiveness as a moderator determines the boundary conditions between perceived threats to their freedom and social distance, spatial distance, and temporal distance.

Design/methodology/approach

Data was gathered from 491 Chinese travelers to provide empirical evidence. The authors performed data analysis in Amos 26.0 using structural equation modeling (SEM) and Hayes (2013) PROCESS macro.

Findings

The findings positively reinforced all the structural relationships of the study. Notably, media intrusiveness significantly moderates the association between perceived threats to their freedom and psychological distance (i.e. social distance, spatial distance, and temporal distance).

Research limitations/implications

The findings contribute significantly to the field of social psychology, advertising, and consumer behavior derive prolific implications for policymakers and sharing economy platforms. Lastly, by identifying limitations, this research opens doors for future scholars.

Originality/value

Governments' acute precautionary measures in response to the COVID-19 outbreak have confined individual freedom across the globe. This study illuminates how tourists conceive these preventative measures as perceived threats to their freedom, and subsequently engage psychological reactance.

Details

Kybernetes, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0368-492X

Keywords

Article
Publication date: 9 April 2018

Sajad Rezaei, Maryam Emami and Nurlida Ismail

Despite the tremendous advancement of information technology worldwide, a few attempts have been made to uncover the effectiveness of paid internet advertising (PIA) on consumers…

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Abstract

Purpose

Despite the tremendous advancement of information technology worldwide, a few attempts have been made to uncover the effectiveness of paid internet advertising (PIA) on consumers buying decisions for retail enterprises in emerging markets. The purpose of this paper is to examine the structural relationships between consumer self-confidence, perceived intrusiveness, continuance search intention, attitude towards PIA and frequency of apps-buying decisions.

Design/methodology/approach

A total number of 515 online questionnaires were obtained from a sample of experienced apps shoppers who were disposed to PIA, in order to evaluate the theoretical model. VB-SEM, which is a variance-based structural equation modelling technique, was applied to assess the measurement scales and structural relationship between exogenous and endogenous constructs.

Findings

Overall, the structural results imply that the proposed model explains 0.738 per cent of variances in consumer’s continuance search intention and 0.756 per cent of the frequency of apps-buying decisions. The results support that consumer self-confidence positively influences attitude towards PIA, continuance search intention and frequency of apps-buying decisions; however, consumer self-confidence is negatively related to perceived intrusiveness. Similarly, attitude towards PIA is positively related to continuance search intention and frequency of apps-buying decision. Besides, perceived intrusiveness negatively influences attitude towards PIA, continuance search intention and frequency of apps-buying decisions. Finally, continuance search intention and the frequency of apps-buying decisions are positively related.

Originality/value

Despite the fact that PIA and its utilisation has been a recent growing trend in managing retail enterprises worldwide, a few studies have been conducted on possible end results of PIA, including consumer continuous apps search intention and purchase decisions.

Article
Publication date: 16 May 2023

Eugene Cheng-Xi Aw, Garry Wei-Han Tan, Keng-Boon Ooi and Nick Hajli

The present study aims to propose a framework elucidating the attributes of mobile augmented reality (AR) shopping apps (i.e., spatial presence, perceived personalization and…

Abstract

Purpose

The present study aims to propose a framework elucidating the attributes of mobile augmented reality (AR) shopping apps (i.e., spatial presence, perceived personalization and perceived intrusiveness) and how they translate to downstream consumer-related outcomes (i.e., immersion, psychological ownership and stickiness to the retailer).

Design/methodology/approach

By conducting a questionnaire-based survey, 308 responses were collected, and the data were submitted to partial least square structural equation modeling (PLS-SEM) and artificial neural network (ANN) analyses.

Findings

A few important findings were generated from the present study. First, attributes of mobile augmented reality shopping apps (i.e., spatial presence, perceived personalization and perceived intrusiveness) influence stickiness to the retailer through immersion and consumer empowerment in serial. Second, immersion positively influences psychological ownership. Third, the optimum stimulation level moderates the relationship between spatial presence and immersion. Lastly, a post-hoc exploratory finding yielded by the multigroup analysis uncovered the moderating effect of gender.

Originality/value

This study offers a novel contribution to the smart retail literature by investigating the role of mobile AR shopping apps in predicting consumers' stickiness to the retailer. A holistic framework elucidating the serial mediating effect of immersion and consumer empowerment, and the moderating roles of optimum stimulation level and gender were validated.

Details

Internet Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 14 October 2019

Reza Etemad-Sajadi and Gil Gomes Dos Santos

The objective of this paper is to focus on seniors’ acceptance of the usage of connected healthcare technologies in their homes. The authors integrated into technology acceptance…

Abstract

Purpose

The objective of this paper is to focus on seniors’ acceptance of the usage of connected healthcare technologies in their homes. The authors integrated into technology acceptance model (TAM) several latent variables such as social presence, trust and degree of intrusiveness perceived with the use of connected health technologies.

Design/methodology/approach

The authors distributed the survey by post to 605 seniors. The authors targeted elderly people using connected health technologies (assistive alarm, telecare, sensors, etc.) at home and/or receiving healthcare at home. The authors received 213 questionnaires back. As The authors had several latent variables, the authors used partial least squares (PLS), a variance-based structural equation modeling method.

Findings

The results show that the level of trust in these technologies impacts significantly the perception of usefulness and the degree of intrusiveness. In parallel, the degree of usefulness of these technologies impacts positively elderly people’s intention to accept their usage. Finally, one can claim that the perception of the social presence with the use of these technologies impacts positively the degree of perceived usefulness, trust and intrusiveness.

Research limitations/implications

The sample covers a population benefiting from similar connected health technologies. It was difficult to distinguish and interpret the added value of each technology separately. As more and more elderly people use or are least familiarizing themselves with a range of connected technologies it would be interesting to identify which sets of connected technologies contribute the most to a positive feeling of social presence.

Social implications

These results are particularly relevant to stakeholders in the health industry in their quest to improve their products/services. A better understanding of the relation that the elderly have with connected health technologies is an essential prerequisite to supporting the development of new solutions capable of meeting the specific needs of our seniors.

Originality/value

The authors want to apply the TAM to connected health technologies designed for elderly people and the authors also want to extend it by integrating the social presence, trust and degree of intrusiveness variables to our research model.

Details

International Journal of Health Care Quality Assurance, vol. 32 no. 8
Type: Research Article
ISSN: 0952-6862

Keywords

Article
Publication date: 20 November 2023

Naeem Akhtar, Huda Khan, Umar Iqbal Siddiqi, Tahir Islam and Iva Atanassova

Consumer animosity in the wake of Russia–Ukraine war has gained significance in consumer behavior research. In this line, this study aims to examine the critical influence of…

Abstract

Purpose

Consumer animosity in the wake of Russia–Ukraine war has gained significance in consumer behavior research. In this line, this study aims to examine the critical influence of consumer animosity in developing brand attitude and its ensuing outcomes – brand boycott behavior and brand-country image – the moderating role of perceived intrusiveness on the relationship between consumer animosity and brand attitude and the moderating role of altruism between brand attitude and behavioral outcomes.

Design/methodology/approach

Using the data obtained from 411 European consumers, data analysis was performed using structural equation modeling to examine the proposed relationships.

Findings

The findings revealed a strong negative influence of consumer animosity on brand attitude, which eventually leads to brand boycott behavior and a negative brand-country image. This work also confirmed the boundary condition of perceived intrusiveness on the effect of consumers’ animosity on brand attitude. Furthermore, the authors validated the moderating effects of altruistic behavior on the relationships between brand attitude and boycott behavior and brand-country image.

Research limitations/implications

This study offers theoretical, practical and policy implications in international marketing domain. The authors acknowledged a few shortcomings and made some recommendations for future research.

Originality/value

In the context of the Russian–Ukraine war, this study creates a novel conceptual framework based on consumer animosity. In the current scenario, provide critical perspective on how European customers’ animosity to Russian brands develops their adverse attitudes. This study also highlighted the alternatives to Russian brands when they were boycotted during the Russia–Ukraine war.

Details

Critical Perspectives on International Business, vol. 20 no. 1
Type: Research Article
ISSN: 1742-2043

Keywords

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