DO CONSUMERS TRUST MOBILE SERVICE ADVERTISING?

DO CONSUMERS TRUST MOBILE SERVICE ADVERTISING?

Robert Davis,

Unitec Institute of Technology, New Zealand

rdavis@unitec.ac.nz

Laszlo Sajtos,

University of Auckland, New Zealand

l.sajtos@auckland.ac.nz

Ahsan Ali Chaudhri,

Southern Cross University, Australia

a.chaudhri@scu.edu.au

ABSTRACT

The mobile service channel has rapidly become an important way in which consumers ubiquitously communicate, encounter services and exchange information. Increasingly, marketers are using this channel for brand related advertising communications but they have found consumers are reluctant to trial and adopt new mobile services and/or other products/services in response to advertising, unless the consumer has an established level of trust. This research confirms whether consumers trust advertising communications sent by marketers through mobile service channels. To answer this question we measure trust-related factors that are antecedent to the consumers overall trust in these advertising communications and its relationship to their willingness to buy the advertised brand. Our model was tested using structural equation modeling. The results indicate that the reputation of the vendor, disposition to trust, structural assurance, perceived ease of use, third party assurance and perceived privacy have the highest impact on consumer trust and willingness

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http://academic-journal.org/conference/ICMS2011/ICMS2011_CD/ICMS2011.pdf