The effects of product involvement and impulse buying on purchase intentions in mobile text advertising

The purpose of this article is to describe how consumers respond to SMS advertisements for different product categories. Simulated field experiment (N =736). The relationship between product involvement and purchase intention is moderated by impulse buying tendencies. While research in mobile advertising is abundant, limited attention has been paid to date to how consumers respond to mobile advertisements for different product categories and in which way impulsivity affects intentions to purchase. In this paper, we study the dimensionality of the product involvement construct and its effects on consumers' purchase intentions via a simulated field experiment (N =736). We show that the cognitive dimension of product involvement and impulsiveness significantly affect purchase intentions. We also present that the relationship between product involvement and purchase intention is moderated by the consumers' impulse buying personality traits. These findings progress the current state-of-the-art in mobile advertising research, while also having significant practical consequences for the design of effective mobile SMS advertising campaigns.

Publication: 
Electronic Commerce Research and Applications
Author: 
Drossos, Dimitris A.; Kokkinaki, Flora; Giaglis, George M.; Fouskas, Konstantinos G.
Document Type: 
Research
Paywall: 
Free

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