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How Mobile In‐Store Advertising Influences Purchase Intention: Value Drivers and Mediating Effects from a Consumer Perspective
Author(s) -
Bues Mirja,
Steiner Michael,
Stafflage Marcel,
Krafft Manfred
Publication year - 2017
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20981
Subject(s) - personalization , advertising , value (mathematics) , promotion (chess) , perspective (graphical) , business , product (mathematics) , order (exchange) , marketing , point (geometry) , psychology , computer science , geometry , mathematics , finance , machine learning , artificial intelligence , politics , political science , law
Mobile in‐store advertising is becoming increasingly important, as it offers new options for retailers to communicate with customers at the point of sale. This study investigates how mobile in‐store advertising should be designed in order to be most effective. The authors identify three value drivers (price promotion, location, and personalization) and examine their effect on customers’ purchase intention. The influence of the three value drivers was tested in a large‐scale representative study with a laboratory experimental design. The findings indicate that all three value drivers increase purchase intention. Surprisingly, the authors find that price promotions are the least important value driver, whereas the location of receiving a mobile ad is the strongest driver of purchase intention. An interaction effect between location and personalization was also found to be significant. Personalization close to the product has little impact on purchase intention. The findings have important implications for researchers and retail managers, particularly when designing mobile in‐store advertising campaigns.