Purpose

Massive transformations in mobile communication technologies have forced marketers to recognize and emphasize the factors that influence consumers’ perception of advertising value. This paper aims to explore and rank the various antecedents of advertising value as perceived by consumers to offer meaningful conclusions to marketers on mobile platforms.

Design/methodology/approach

Responses were collected from 483 consumers using a shopping mall intercept survey and analyzed using SPSS to confirm reliability, validity and data reduction. The Relative to an Identified Distribution (RIDIT) analysis and Grey Relational Analysis (GRA) methods were then applied to prioritize the scale items of the antecedents of mobile advertising value.

Findings

Five antecedents of advertising value were found: credibility, entertainment, informativeness, irritation and message relevance. A priority ranking was allotted to the antecedents’ scale items using the RIDIT analysis and was verified via GRA results with a correlation of 98% between the rankings of the two independent methodologies.

Practical implications

The findings provide a roadmap to determine which antecedents of mobile advertising value have a higher or lower impact on consumers’ overall perceptions of the advertisements they are exposed to on mobile platforms.

Originality/value

This study aims to use first-hand data to prioritize the underlying antecedents of mobile advertising value, which has rarely been done to the best of the authors’ knowledge. It also used two different approaches in a single study to rank the dimensions, thus producing more valid results.

中文翻译：

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移动广告价值的前因：使用混合 RIDIT-GRA 方法的优先级分析

目的

移动通信技术的巨大变革迫使营销人员认识到并强调影响消费者对广告价值感知的因素。本文旨在探索和排序消费者感知的广告价值的各种前因，以便为移动平台上的营销人员提供有意义的结论。

设计/方法/方法

使用购物中心拦截调查收集了 483 名消费者的反馈，并使用 SPSS 进行了分析，以确认可靠性、有效性和数据缩减。然后应用相对于已识别分布（RIDIT）分析和灰色关系分析（GRA）方法对移动广告价值前因的规模项目进行优先级排序。

发现

发现了五个广告价值的前因：可信度、娱乐性、信息性、刺激性和信息相关性。使用 RIDIT 分析为先行项的量表项目分配了优先级排名，并通过 GRA 结果进行了验证，两种独立方法的排名之间的相关性为 98%。

实际影响

研究结果提供了一个路线图，以确定移动广告价值的哪些前因对消费者对他们在移动平台上看到的广告的整体看法具有更高或更低的影响。

原创性/价值

本研究旨在使用第一手数据优先考虑移动广告价值的潜在前因，据作者所知，这很少进行。它还在一项研究中使用了两种不同的方法来对维度进行排序，从而产生更有效的结果。