Browse > Article
http://dx.doi.org/10.21219/jitam.2020.27.1.147

An Extension of Theory of Planned Behavior for in-App Advertisements: The Case of Vietnamese Young Mobile Users  

Tapanainen, Tommi (Department of Global Studies, College of Economics and International Trade, Pusan National University)
Dao, Trung Kien (Faculty of Economics and Business, Phenikaa University)
Nguyen, Thi Thanh Hai (Department of Information Studies, Abo Akademi University)
Pham, Thi Anh Duong (The Center of Quantitative Analysis, Quantitative Analysis Global Joint Stock Company)
Nguyen, Danh Nguyen (School of Economics and Management, Hanoi University of Science and Technology)
Publication Information
Journal of Information Technology Applications and Management / v.27, no.1, 2020 , pp. 147-171 More about this Journal
Abstract
In-app advertisement is a fast-growing trend in mobile advertising, where user acceptance of ads is facilitated by the fact that users have voluntarily downloaded the app through which the ad is served. However, research in this ad category is limited. This study applies an extended version of the theory of planned behavior. Analysis results from 412 young mobile users in Vietnam using structural equation modeling showed that while localization and perceived enjoyment affected user intention to watch in-app ads as expected, perceived behavioral control and trust did not. Such results may be due to embedding the ads to applications, confusing users' behavioral intentions. The results underline the need for more future research in the area. In practical terms, companies should improve localization and entertainment aspects of ads to create more relevant and engaging advertisements.
Keywords
In-App Advertisements; Mobile Advertising; Personalization; Localization; Timeless; Innovation; Perceived Enjoyment and Theory of Planned Behavior;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Wei, T. T., Marthandan, G., Chong, A. Y. L., Ooi, K. B., and Arumugam, S., "What drives Malaysian m- commerce adoption? An empirical analysis", Industrial Management & Data Systems, Vol. 109, No. 3, 2009, pp. 370-388.   DOI
2 Wong, M. M. T. and Tang, E. P. Y., "Consumers' attitudes towards mobile advertising: the role of permission", Review of Business Research, Vol. 8, No. 3, 2008, pp. 181-187.
3 Xu, D., "The influence of personalization in affecting consumer attitudes toward mobile advertising in China", Journal of Computer Information Systems, Vol. 47, No. 2, 2007, pp. 9-19.
4 Xu, R., Frey, R. M., Fleisch, E., and Ilic, A., "Understanding the impact of personality traits on mobile app adoption: Insights from a large-scale field study", Computers in Human Behavior, Vol. 62, 2016, pp. 244-256.   DOI
5 Yang, B., Kim, Y., and Yoo, C., "The integrated mobile advertising model: The effects of technology and emotion-based evaluations", Journal of Business Research, Vol. 66, No. 9, 2013, pp. 1345-1352.   DOI
6 Yun, H., Han, D., and Lee, C. C., "Understanding the use of location-based service applications: Do privacy concerns matter?", Journal of Electronic Commerce Research, Vol. 14, No. 3, 2013, pp. 215-230.
7 Becerra, E. P. and Korgaonkar, P. K. , "Effects of trust beliefs on consumers' online intentions", European Journal of Marketing, Vol. 45, No. 6, 2011, pp. 936-962.   DOI
8 Bhave, K., Jain, V., and Roy, S., "Understanding the orientation of Gen Y toward mobile applications and in-app advertising in India", International Journal of Mobile Marketing: Mobile Marketing in Canada, Vol. 8, No. 1, 2013, pp. 62-74.
9 Chen, R., Liu, Z., and Huang, H., "Research on effect factors of attitude toward SMS advertising", Proceedings of the 2009 American Academy of Advertising Asian-Pacific Conference, Beijing, China, 2009.
10 Chen, H., Liu, F., and Dai, T., "Chinese consumers' perceptions toward smartphone and marketing communication on smartphone", International Journal of Mobile Marketing: Mobile Marketing in Canada, Vol. 8, No. 1, 2013, pp. 38-46.
11 Cheung, M. F. Y. and To, W. M., "Service co-creation in social media: An extension of the theory of planned behavior", Computers in Human Behavior, Vol. 65, 2016, pp. 260-266.   DOI
12 Cheung, M. F. Y. and To, W. M., "The influence of the propensity to trust on mobile users'attitudes toward in-app advertisements: An extension of the theory of planned behavior", Computers in Human Behavior, Vol. 76, 2017, pp. 102- 111.   DOI
13 Comrey, A. L. and Lee, H. B., A first course in factor analysis, Erlbaum, Hilsdale, New York, USA, 1992.
14 Dhar, S. and Varshney, U., "Challenges and business models for mobile location- based services and advertising", Communications of the ACM, Vol. 54, No. 5, 2011, pp. 122-129.   DOI
15 Goldsmith, R. E. and Hofacker, C. F., "Measuring Consumer Innovativeness", Journal of the Academy of Marketing Science, Vol. 19, No. 3, 1991, pp. 209-221.   DOI
16 Ducoffe, R. H., "Advertising Value and Advertising on the Web", Journal of Advertising Research, Vol. 36, 1996, pp. 21-36.
17 Elliott, M. T. and Speck, P. S., "Factors that affect attitude toward a retail Web site", Journal of Marketing Theory and Practice, Vol. 13, No. 1, 2005, pp. 40-51.   DOI
18 Feng, X., Fu, S., and Qin, J., "Determinants of consumers'attitudes toward mobile advertising: The mediating roles of intrinsic and extrinsic motivations", Computers in Human Behavior, Vol. 63, 2016, pp. 334-341.   DOI
19 Flavian, C. and Guinaliu, M., "Consumer trust, perceived security, and privacy policy: Three basic elements of loyalty to a website", Industrial Management and Data Systems, Vol. 106, 2006, pp. 601-620.   DOI
20 Ghose, A. and Han, S. P., "Estimating demand for mobile applications in the new economy", Management Science, Vol. 60, No. 6, 2014, pp. 1470-1488.   DOI
21 Grewal, D., Bart, Y., Spann, M. and Zubcsek, P. P., "Mobile advertising: A framework and research agenda", Journal of Interactive Marketing, Vol. 34, 2016, pp. 3-14.   DOI
22 Gutierrez, A., O'Leary, S., Rana, N. P., Dwivedi, Y. K., and Calle, T., "Using privacy calculus theory to explore entrepreneurial directions in mobile location- based advertising: Identifying intrusiveness as the critical risk factor", Computers in Human Behavior, Vol.95, 2018, pp.295-306.
23 Gvaili, Y. and Levy, S., "Antecedents of attitudes toward eWOM Communication: Differences across channels", Internet Research, Vol. 26, No. 5, 2016, pp. 1030-1051.   DOI
24 Hooper, D., Coughlan, J., and Mullen, M. R., "Structural Equation Modelling: Guidelines for Determining Model Fit", The Electronic Journal of Business Research Methods, Vol. 6, 2008, pp. 53-60.
25 Hair, J. F., Black, W. C., Babin, B. J. and Anderson, R. E., Multivariate data analysis, Prentice-Hall, Upper Saddle River, New Jersey, USA, 2006.
26 Hair, J. F., Black, W. C., Babin, B. J., and Anderson, R. E., Multivariate Data Analysis, 7th Edition, Pearson, New York, 2010.
27 Ho, S. Y., Bodoff, D., and Tam, K. Y., "Timing of adaptive web personalization and its effects on online consumer behavior", Information Systems Research, Vol. 22, No. 3, 2011, pp. 660-679.   DOI
28 IDEA, Ministry of Industry and Trade, "Vietnam e-Commerce 2019 White Book", 2019, Available at: http://www.idea.gov.vn/?page=document. Accessed 19/10/2019.
29 Hourahine, B. and Howard, M., "Money on the move: Opportunities for financial service providers in the third space", Journal of Financial Services Marketing, Vol. 9, No. 1, 2004, pp. 57-67.   DOI
30 Huhn, A. E., Khan, V. J., Van Gisbergen, M., and Nuijten, P., "Mobile equals location equals effect: The effect of location of perceived intrusiveness of mobile ads", Proceedings of ESOMAR 2011, Amsterdam, The Netherlands, 2011.
31 Jiang, C., Zhao, W., Sun, X., Zhang, K., Zheng, R. and Qu, W., "The effects of the self and social identity on the intention to microblog: An extension of the theory of planned behavior", Computers in Human Behavior, Vol. 64, 2016, pp. 754-759.   DOI
32 Kaplan, A. M. and Haenlein, M., "Users of the world, unite! The challenges and opportunities of Social Media", Business Horizons, Vol. 53, No. 1, 2010, pp. 59-68.   DOI
33 Kim, S. C., Yoon, D., and Han, E. K., "Antecedents of mobile app usage among smartphone users", Journal of Marketing Communications, Vol. 22, No. 6, 2016b, pp. 653-670.   DOI
34 Kapoor, K. K., Tamilmani, K., Rana, N. P., Patil, P., Dwivedi, Y. K., and Nerur, S., "Advances in social media research: Past, present and future", Information Systems Frontiers, Vol. 20, No. 3, 2018, pp. 531-558.   DOI
35 Kim, C., Oh, W., and Han, S., "Exploring the mobile app-net: A social network perspective of mobile app usage", Working Paper, 2013.
36 Kim, E., Lee, J. A., Sung, Y., and Choi, S. M., "Predicting selfie-posting behavior on social networking sites: An extension of theory of planned behavior", Computers in Human Behavior, Vol. 62, 2016a, pp. 116-123.   DOI
37 Kline, R. B., Principles and practice of structural equation modeling, 3rd ed, Guilford Press, New York, USA, 2011.
38 Leppaniemi, M. and Karjaluoto, H., "Exploring the effects of gender, age, income and employment status on consumer response to mobile advertising campaigns", Journal of Systems and Information Technology, Vol. 10, No. 3, 2008, pp. 251-265.   DOI
39 Lai, M. K. and Huang, Y. S., "Can learning theoretical approaches illuminate the ways in which advertising gamesaffect attitude, recall, and purchase intention?", International Journal of Electronic Business Management, Vol. 9, No. 4, 2011, pp. 368-380
40 Lee, M. K. O. and Turban, E., "A trust model for consumer Internet shopping", International Journal of Electronic Commerce, Vol. 6, No. 1, 2001, pp. 75-91.   DOI
41 Lin, T. T., Paragas, F., Goh, D., and R. Bautista, J., "Developing location-based mobile advertising in Singapore: A socio-technical perspective", Technological Forecasting and Social Change, Vol. 103, 2016, pp. 334-349.   DOI
42 Leppaniemi, M. and Karjaluoto, H., "Factors influencing consumers' willingness to accept mobile advertising: a conceptual model", International Journal of Mobile Communications, Vol. 3, No. 3, 2005, pp. 197-213.   DOI
43 Li, K. and Du, T. C., "Building a targeted mobile advertising system for locationbased services", Decision Support Systems, Vol. 54, No. 1, 2012, pp. 1-8.   DOI
44 Li, M., Dong, Z. Y., and Chen, X., "Factors influencing consumption experience of mobile commerce: A study from experiential view", Internet Research, Vol. 22, No. 2, 2012, pp. 120-141.   DOI
45 Liu, C. L., Sinkovics, R. R., Pezderkab, N., and Haghirian, P., "Determinants of consumer perceptions toward mobile advertising: A comparison between Japan and Austria", Journal of Interactive Marketing, Vol. 26, No. 1, 2012, pp. 21-32.   DOI
46 Kline, R. B., Principles and practice of structural equation modeling, 4th eds, Guilford Press, New York, USA, 2015.
47 Lu, C. C., Wu, L., and Hsiao, W. H., "Developing customer product loyalty through mobile advertising: Affective and cognitive perspectives", International Journal of Information Management, Vol. 47, 2019, pp. 101-111.   DOI
48 Marketing Zeitgeist, "Smartphone ownership on the rise in Asia pacific: Nielsen", 2012, Available at: http://www.marketingmagazine.com.my/index.php/categories/digital/8169-smartphone-ownership-onthe-rise-in-asia-pacific-whilst-advertisers-struggle-to engage-with-consumers-via-mobile-ads-nielsen. Accessed: 15/02/2020.
49 Meng, W., Ding, R., Chung, S. P., Han, S., and Lee, W., "The price of free: Privacy leakage in personalized mobile in-app ads", Proceedings of the network and distributed system security (NDSS'16), San Diego, California, USA, 2016.
50 Megdadi, Y. A. A. and Nusair, T. T., "Factors influencing advertising message value by mobile marketing among Jordanian users: Empirical study", European Journal of Economics, Finance and Administrative Sciences, Vol. 31, 2011, pp. 87-98.
51 Merisavo, M., Kajalo, S., Karjaluoto, H., Virtanen, V., Salmenkivi, S., and Raulas, M., "An empirical study of the drivers of consumer acceptance of mobile advertising", Journal of Interactive Advertising, Vol. 7, No. 2, 2007, pp. 41-50.   DOI
52 MIC, "Vietnam has 130 million mobile phone subscribers", 2018, Available at: http://www.vnpt.vn/en/News/NewsEvents/View/tabid/219/newsid/48288/seo/Vietnam-has-130-million-mobile-phone-subscribers/Default.aspx. Accessed 19/10/2019.
53 Muk, A. and Chung, C., "Applying the technology acceptance model in a twocountry study of SMS advertising", Journal of Business Research, Vol. 68, No. 1, 2015, pp. 1-6.   DOI
54 Muralidharan, S., La Ferle, C., and Sung, Y., "How culture influences the 'social'in social media: Socializing and advertising on smartphones in India and the United States", Cyberpsychology, Behavior, and Social Networking, Vol. 18, No. 6, 2015, pp. 356-360.   DOI
55 Q&Me, "Vietnamese social media and online ads 2019", 2019, Available at: https://www.slideshare.net/asiaplus_inc/vietnamese-social-media-and-online-ads-2019. Accessed: 15/02/2020.
56 Nasco, S. A. and Bruner, G. C., "Comparing consumer responses to advertising and non-advertising mobile communications", Psychology & Marketing, Vol. 25, No. 8, 2008, pp. 821-837.   DOI
57 Parreno, J. M., Sanz-Blas, S., Ruiz-Mafe, C., and Aldas-Manzano, J., "Key factors of teenagers' mobile advertising acceptance", Industrial Management & Data Systems, Vol. 113, No. 5, 2012, pp. 732-749.   DOI
58 Pavlou, P. A. and Fygenson, M., "Understanding and predicting electronic commerce adoption: An extension of the theory of planned behavior", MIS Quarterly, Vol. 30, No. 1, 2006, pp. 115-143.   DOI
59 Podsakoff P. M., MacKenzie, S., Lee, J., and Podsakoff, N. P., "Common method biases in behavioral research: A critical review of the literature and recommended remedies", The Journal of Applied Psychology, Vol. 88, No. 5, 2003, pp. 879-903.   DOI
60 Podsakoff, P. M., MacKenzie, S. B., and Podsakoff, N. P., "Sources of method bias in social science research and recommendations on how to control it", Annual Review of Psychology, Vol. 63, 2012, pp. 539-569.   DOI
61 Raines, C., "In-app mobile advertising: Investigating consumer attitudes towards pull-based mobile advertising amongst young adults in the UK", Journal of Promotional Communications, Vol. 1, No. 1, 2013, pp. 125-148.
62 Reis, H. T., "Domains of experience: investigating relationship processes from three perspectives", In Erber, R. and R. Gilmour (eds.), Theoretical frameworks for personal relationships, Erlbaum, Hillsdale, New Jersey, USA, 1994, pp. 87-110.
63 Rogers, E. M., Diffusion of innovations, Free Press, New York, USA, 2003.
64 Statista, "Number of internet users in Vietnam from 2017 to 2023", 2019, Available at: https://www.statista.com/statistics/369732/internet-users-vietnam/ Accessed: 19/10/2019.
65 Ryan, R. M., Deci, E. L., Nix, G. A., and Manly, J. B., "Revitalization through self- regulation: The effects of autonomous and controlled motivation on happiness and vitality", Journal of Experimental Social Psychology, Vol. 35, No. 3, 1999, pp. 266-284.   DOI
66 Shankar, V., Kleijnen, M., Ramanathan, S., Rizley, R., Holland, S., and Morrissey, S., "Mobile shopper marketing: Key issues, current insights, and future research avenues", Journal of Interactive Marketing, Vol. 34, 2016, pp. 37-48.   DOI
67 Shareef, M. A., Mukerji, B., Alryalat, M. A. A., Wright, A., and Dwivedi, Y. K., "Advertisements on Facebook: Identifying the persuasive elements in the development of positive attitudes in consumers", Journal of Retailing and Consumer Services, Vol. 43, 2018, pp. 258-268.   DOI
68 To, W. M. and Lai, L. S. L., "Data analytics in China: Trends, issues, and challenges", IT Professional, Vol. 17, No. 4, 2015, pp. 49-55.   DOI
69 Tsang, M. M., Ho, S., and Liang, T., "Consumer attitudes toward mobile advertising: An empirical study", International Journal of Electronic Commerce, Vol. 8, No. 3, 2004, pp. 65-78.   DOI
70 Varnali, K. and Toker, A., "Mobile marketing research: The-state-of-the-art", International Journal of Information Management, Vol. 30, No. 2, 2010, pp. 144-151.   DOI
71 Vietnaminsider, "Samsung continued to lead Vietnam's smartphone market in October", 2019, Available at: https://vietnaminsider.vn/samsung-smartphonesmarket-share-slipped-in-vietnam/. Accessed at 15/02/2020.
72 Bart, Y., Stephen, A. T., and Sarvary, M., "Which products are best suited to mobile advertising? A field study of mobile display advertising effects on consumer attitudes and intentions," Journal of Marketing Research, Vol. 51, No. 3, 2014, pp. 270-285.   DOI
73 Vorderer, P., Kromer, N., and Schneider, F. M., "Permanently online-Permanently connected: Explorations into university students' use of social media and mobile smart devices", Computers in Human Behavior, Vol. 63, 2016, pp. 694-703.   DOI
74 Adsota, "Vietnam Digital Advertising Report (H1 - 2018)", Available at: https://adsota.com/report.html. Accessed: 15/02/2020.
75 Ajzen, I., "The theory of planned behavior", Organizational Behavior and Human Decision Processes, Vol. 50, No. 2, 1991, pp. 179-211.   DOI
76 Altuna, O. K. and Konuk, F. A., "Understanding consumer attitudes toward mobile advertising and its impact on consumers' behavioral intentions: A crossmarket comparison of United States and Turkish consumers", International Journal of Mobile Marketing, Vol. 4, No. 2, 2009, pp. 43-51.
77 Armstrong, J. S. and Overton, T. S., "Estimating Nonresponse Bias in Mail Surveys", Journal of Marketing Research, Vol. 14, 1977, pp. 396-402.   DOI
78 Bauer, H. H., Barnes, S. J., Reichardt, T., and Neumann, M. M., "Driving Consumer Acceptance of Mobile Marketing: A Theoretical Framework and Empirical Study", Journal of Electronic Commerce Research, Vol. 6, No. 3, 2005, pp. 181-192.
79 Vneconomictimes, "Vietnamese spend most time watching mobile ads", 2019, Available at: https://vneconomictimes.com/article/society/vietnamese-spend-most-time-watching-mobile-ads. Accessed: 15/02/2020.