Consumers' attitudes and behavioural intention towards mobile advertising

116 Pages·2015·1.09 MB·English

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How to cite this thesis
Surname, Initial(s). (2012) Title of the thesis or dissertation. PhD. (Chemistry)/ M.Sc. (Physics)/
M.A. (Philosophy)/M.Com. (Finance) etc. [Unpublished]: University of Johannesburg. Retrieved
from: https://ujdigispace.uj.ac.za (Accessed: Date).
CONSUMERS’ ATTITUDES AND BEHAVIOURAL INTENTION
TOWARDS MOBILE ADVERTISING
by
JULIETTE FLORE NZEUKEU
201312350
MINOR DISSERTATION
Submitted in fulfilment of the requirements for the degree
MAGISTER COMMERCII
in
BUSINESS MANAGEMENT
in the
FACULTY OF MANAGEMENT
at the
UNIVERSITY OF JOHANNESBURG

SUPERVISOR: PROF. M. MPINGANJIRA

October 2015
DECLARATION

I declare that the minor dissertation, which I hereby submit for the degree Master’s of
Commerce (Business Management specialising in Marketing Management) at the
University of Johannesburg, is my own independent work and has not formerly been
submitted by me for a degree at any other university.

Juliette Flore Nzeukeu
MCom Business Management

SIGNATURE

II
DEDICATION

I dedicate this work to my exceptional husband, Vincent De Paul Fozing,
and my daughter, Amina Fozing, for their love and understanding. I love you very
much.

III
IV
ACKNOWLEDGEMENTS
My sincere gratitude goes to all the people who in one way or another contributed to
the achievement of this research. My special appreciation is extended to:
 The Almighty God for his protection and guidance during all the years of my
study. This study is certainly one of the biggest gifts that I have ever received
through my Father’s hand.
 My supervisor Prof Mercy Mpinganjira, who provided continuous support,
advice, guidance and assistance and who directed me impeccably. Her
positive attitude made it possible for me to complete this study successfully. I
say God bless you!
 Anesu Kuhudzai of STATKON for his specialised support and assistance with
the data processing and analysis.
 My husband Vincent, for his financial assistance and numerous sacrifices
made throughout the study. Thank you for taking care of our daughter
throughout the year. Thank you that you always understood, since only your
encouragement carries me through difficult times. Thank you for your care
and support every day of my life. I say God bless you!
 My lovely mum Jeannette Youkap, who always cared, prayed and wished the
best for me. May the Heavenly Father continue to bless you.
 My dearest father Emmanuel Youkap, who had always wished for this.
 My family members and friends for their advice, assistance and support
throughout the years of study, as success would have not been possible
without you.

V
ABSTRACT
The rapid proliferation of mobile devices worldwide has created new opportunities for
organisations to communicate with their customers at anytime, anywhere. The use of
the short messaging service (SMS) to reach clients through their mobile devices is
gaining popularity and making the cell phone an essential tool for direct marketing.
However, not much is known about consumer attitudes towards this new form of
communication. This study aimed at empirically contributing to closing this gap by
investigating consumers’ attitudes towards mobile advertising and the factors that
influence them.
As this research was deductive in nature, and tested a number of hypotheses on
precursors and outcomes of attitude towards mobile advertising, the study was
quantitative in nature. A self-administered questionnaire was used to gather data.
The target population was mobile phone users who were 18 years or older and living
in Gauteng (South Africa). A total of 184 usable responses were used in the
analysis.
The results of the study reveal that consumers’ attitudes towards mobile advertising
by SMS are neither positive nor negative. While some people had a positive attitude,
a large number of others had a negative attitude. This resulted in overall means that
were in the neutral range. Informativeness, entertainment and perceived
effectiveness were found to have positive influence on consumers’ attitudes towards
mobile advertising. Irritation was found to have a negative influence on consumers’
attitudes towards mobile advertising. The findings further show that relevance of the
message and incentives were considered to be the major factors that have an
influence on purchasing behavioural intention.

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TABLE OF CONTENTS

DECLARATION ......................................................................................................... II
DEDICATION ............................................................................................................ III
ACKNOWLEDGEMENTS .......................................................................................... V
ABSTRACT .............................................................................................................. VI
LIST OF FIGURES................................................................................................... XII
LIST OF TABLES .................................................................................................... XII
CHAPTER ONE: INTRODUCTION ............................................................................ 1
1.1 BACKGROUND OF THE STUDY ................................................................. 1
1.2 RESEARCH PROBLEM ................................................................................ 2
1.3 RESEARCH QUESTIONS ............................................................................ 4
1.4 RESEARCH OBJECTIVES .......................................................................... 4
1.5 RESEARCH METHODOLOGY ..................................................................... 4
1.5.1 Population and sampling ........................................................................ 5
1.5.2 Data collection and methods .................................................................. 5
1.5.3 Data analysis .......................................................................................... 5
1.6 ETHICS ......................................................................................................... 6
1.7 DEFINITION OF KEY TERMS ...................................................................... 6
1.8 OUTLINE OF THE STUDY ........................................................................... 7
CHAPTER TWO: LITERATURE REVIEW ................................................................ 8
2.1 INTRODUCTION ........................................................................................... 9
2.2 MOBILE SUBSCRIPTIONS AND PENETRATION ...................................... 9
VII
2.2.1 Mobile cellular subscriptions and penetration: global and regional levels
………………………………………………………………………………….9
2.2.2 Mobile subscriptions and penetration at selected country level ............ 12
2.3 ADVERTISING ............................................................................................ 15
2.3.1 Attitudes towards advertising in general ............................................... 16
2.3.2 Mobile advertising and its benefits ........................................................ 17
2.4 UNDERSTANDING CONSUMER ATTITUDES TOWARDS MOBILE
ADVERTISING ..................................................................................................... 23
2.4.1 Uses and gratification theory and mobile advertising ........................... 23
2.4.2 Factors affecting attitudes towards mobile advertising ......................... 24
2.4.2.1 Informativeness ..................................................................................... 26
2.4.2.2 Entertainment ........................................................................................ 26
2.4.2.3 Perceived risk ........................................................................................ 27
2.4.2.4 Irritation .................................................................................................. 28
2.4.2.5 Perceived effectiveness ......................................................................... 28
2.4.2.6 Innovativeness ....................................................................................... 29
2.5 ATTITUDES AND BEHAVIOURAL INTENTION TOWARDS MOBILE
ADVERTISING ..................................................................................................... 29
2.6 CONCEPTUAL MODEL AND SUMMARY OF HYPOTHESES ...................... 30
CHAPTER THREE: RESEARCH DESIGN AND METHODOLOGY ....................... 32
3.1 INTRODUCTION ......................................................................................... 33
3.2 RESEARCH PHILOSOPHY, APPROACH AND METHOD ........................ 34
3.2.1 Research philosophy ............................................................................ 34
3.2.2 Research approach .............................................................................. 34
3.2.3 Research method ................................................................................. 34
3.3 RESEARCH STRATEGY AND TIME HORIZON ........................................ 35
3.3.1 Research strategy ................................................................................ 35
3.3.2 Time horizon ......................................................................................... 35
VIII
3.4 RESEARCH POPULATION AND SAMPLING ........................................... 35
3.4.1 Target population .................................................................................. 36
3.4.2 Sampling frame and sampling technique .............................................. 36
3.4.3 Determining the sample size ................................................................ 36
3.5 DATA COLLECTION .................................................................................. 37
3.5.1 Multi-item scale development ............................................................... 37
3.5.2 Question design .................................................................................... 38
3.5.3 Validity and reliability of the measures.................................................. 38
3.6 DATA ANALYSIS ....................................................................................... 39
3.6.1 Reliability and validity analysis ............................................................. 39
3.6.2 Descriptive statistics ............................................................................. 40
3.6.2.1 Frequency distribution ........................................................................... 40
3.6.2.2 Means .................................................................................................... 41
3.6.2.3 Standard deviation ................................................................................. 41
3.6.3 Correlation analysis .............................................................................. 41
3.6.4 Regression analysis ............................................................................. 42
3.6.5 T-test .................................................................................................... 42
3.7 CONCLUSION ............................................................................................ 42
CHAPTER FOUR: RESULTS AND DISCUSSION .................................................. 43
4.1 INTRODUCTION ......................................................................................... 43
4.2 RELIABILITY OF CONSTRUCTS .............................................................. 43
4.2.1 Cronbach’s alpha coefficient ................................................................. 43
4.2.2 Validity of constructs ............................................................................. 44
4.3 BACKGROUND CHARACTERISTICS OF RESPONDENTS..................... 47
4.3.1 Demographic characteristics ..................................................................... 47
4.3.2 Receipt and use of mobile advertising messages ................................. 49
4.4 DESCRIPTIVE STATISTICS – SMS ADVERTISING ................................. 50
IX