Respon Konsumen pada Mobile Advergames: Intrusiveness dan Irritation
Abstract. Increasing adoption of mobile advergames to deliver marketing messages has not been followed by empirical findings to support its effectiveness. This research attempts to examine the effect of mobile advergames intrusiveness on consumer irritation, attitudes, and purchase intention. This i...
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| Format: | Article |
| Language: | English |
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Institut Teknologi Bandung
2016-12-01
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| Series: | Jurnal Manajemen Teknologi |
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| Online Access: | http://journal.sbm.itb.ac.id/index.php/mantek/article/view/1876 |
| Summary: | Abstract. Increasing adoption of mobile advergames to deliver marketing messages has not been followed by empirical findings to support its effectiveness. This research attempts to examine the effect of mobile advergames intrusiveness on consumer irritation, attitudes, and purchase intention. This investigation on mobile advergame effectiveness was based on the increasing use of mobile media to deliver marketing messages to consumers from different demographic background. Conceptual framework was developed based on Advertising Avoidance Theory. For data collection, self-administered survey was conducted by adopting purposive sampling involving 213 respondents residing in Surabaya who have had experience in playing mobile game as respondents. Results indicate that intrusiveness positively affects consumer irritation. Consumer irritation negatively affects attitude towards the mobile advergames and attitude towards the advertised product. The better the consumer attitude towards the mobile advergames, the more positive the attitude towards the advertised product. Moreover, the more positive the attitude towards the advertised product, the greater the consumer intention to purchase. Interestingly, consumer attitude toward the mobile advergames has insignificant influence on purchase intention. Findings of the study offer significant contribution to marketing practices using mobile advergames as media placement in their advertising strategy.
Keywords: intrusiveness, irritation, mobile advergames, attitude, advertising |
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| ISSN: | 1412-1700 2089-7928 |