Maria Madlberger

Increasing Advertising Value of Mobile Marketing - An Empirical Study of Antecedents

Mobile marketing offers great opportunities for businesses. Marketing activities supported by mobile devices allow companies to directly communicate with their consumers without time or location barriers. Possibilities for marketers are numerous, but many aspects of mobile marketing still need further investigation. Especially, the topic of mobile advertising (m-advertising) is of major interest. M-advertising addresses consumers with individualized advertising messages via mobile devices. The underlying paper discusses the relevance of m-advertising and investigates how perceived advertising value of mobile marketing can be increased. The analysis is based on a study among consumers. All together a quota sample of 815 mobile phone users was interviewed. The results indicate that the message content is of greatest relevance for the perceived advertising value, while a high frequency of message exposure has a negative impact on it.

The role of atmospheric cues in online impulse-buying behavior

This study extends a stimulus-organism-response (S-O-R) model to include impulse-buying behavior, which plays a vital role in electronic shopping but has not gained much attention in e-commerce research. Grounding our research in environmental psychology, we test the effects of virtual atmospheric cues on online impulse-buying behavior and spending, via a consumer survey. The study applies elaborated mediating variables (shopping enjoyment and impulsiveness) to develop a structural model linking three categories of atmospheric cues of an electronic store (content, design, and navigation) to approach behavior variables (impulse-buying behavior and expenditure). The results support the validity of the S-O-R model in the context of online impulse-buying behavior and show a significant positive effect of two dimensions of virtual atmospheric cues (design and navigation).

European retailing in e‐transition?

The management of electronic retail channels is not limited to virtual companies only. Also store‐based (stationary) retailers are expected to set up electronic distribution channels. This paper discusses the occurrence of such channels from a European perspective. The authors introduce a Web‐scan framework to analyze the nature of Web offerings and thelogistical elements of e‐tailing. The application of this structure showed that store‐based retailers have already invested in Web‐based activities, mainly for information and/or communication issues. The set‐up of strong electronic channels of distribution is still in an early phase.

What Drives Firms to Engage in Interorganizational Information Sharing in Supply Chain Management

With growing use of interorganizational systems, the scope of interfirm collaboration has increased considerably, particularly in the supply chain context. An important prerequisite of interfirm collaboration is information sharing. Extant research suggests clear advantages of information sharing. The research at hand addresses antecedents of interorganizational information sharing. Based on findings from interorganizational systems adoption and interfirm collaboration research, a structural model is developed and validated by a quantitative survey among Austrian retailers and manufacturers in the fast-moving consumer-goods sector. The proposed model analyzes the effect of internal factors (commitment, information policy, and technical readiness), interorganizational factors (relationship, trust, power, and trading partners’ technical readiness), and economic factors (perceived benefits and costs) on information-sharing behavior. The results show the relevance of internal factors and perceived benefits. The study reveals particularities of information-sharing behavior and can help practitioners to understand what motivates their trading partners to share information.

Exogenous and Endogenous Antecedents of Online Shopping in a Multichannel Environment: Evidence from a Catalog Retailer in the German-Speaking World

Multichannel retailing can offer a wide range of synergies for retailers when their distribution channels accommodate consumers’ preferences and buying behaviors. Among the large number of retail types, mail-order companies are well-suited to benefit from electronic commerce. Not only can they use their infrastructure and experience with direct selling, but they also seek to use the Internet to attract new target groups in order to increase their typically small, narrow customer bases. Currently, we do not know enough about the antecedents of channel choices, especially in the mail-order sector. This article addresses this issue and draws special attention to exogenous (i.e., independent of the retailer) factors that influence online shopping behavior. These variables include perceived convenience and perceived security of online shopping in general and consumers’ attitudes toward the catalog as the existing distribution channel. One endogenous factor—attitude toward the online shop—is assumed to influence buying behavior at the online shop. In order to examine relationships between the catalog and the online shop, 2,363 consumers who were familiar with both distribution channels of a mail-order company were surveyed online. The structural equation model developed reveals that attitudes toward the printed catalog most strongly influence attitudes toward the online shop. Further, the analysis showed that antecedents of buying behavior at the online shop are moderated by gender. Shopping behaviors of men are influenced by their attitudes toward the catalog, while shopping behaviors of women are determined by their attitudes toward the online shop.

Evaluating personalization and customization from an ethical point of view: an empirical study

This paper examines whether classic ethical theories can solve the ethical dilemmas associated with user-controlled customization and system-driven personalization of Web sites. Based on the notion that data sensitivity is not a universal concept but comes in different levels of intensity, we conducted an Internet-based survey among consumers to determine their level of data sensitivity and their attitudes towards personalization and customization. Our results have shown that users can be classified into different groups who differ significantly in terms of data sensitivity. Applying ethical theories to personalization and customization has led to conflicting conclusions, but they are in line with the findings from the survey, suggesting that customization is ethically less questionable than personalization.

Mobile Advertising in Different Stages of Development: A Cross-Country Comparison of Consumer Attitudes

Mobile technologies imply many opportunities for marketing, in particular a direct communication with consumers without time or location barriers. However, some aspects of mobile marketing such as mobile advertising still require further research. The diffusion of mobile technologies is considered a factor that may impact consumers perceptions and behavior. Consumer attitudes toward mobile advertising are an important issue, but little is known about the role of m-commerce diffusion in attitude formation. Consumer attitudes toward mobile advertising may therefore differ across countries. This paper investigates whether consumers in more advanced markets concerning m-commerce show a different attitude toward mobile advertising than consumers in less developed markets. We present two empirical studies conducted in Japan and Austria. The results indicate that entertainment and informativeness are significant antecedents in both samples, but with different strengths of relationship.

A Model of Antecedents of RFID Adoption Intention in the Supply Chain

The application of the Radio Frequency Identification (RFID) technology in the supply chain has experienced increased attention in academic research and practice. There is, however, a research gap on antecedents of RFID adoption intention which impedes an assessment of RFID diffusion in the future. This study elaborates a structural model based on the technology-organization-environment framework and incorporates an economic perspective and the concept of need-pull to investigate antecedents of RFID adoption intention by firms. The results from a quantitative survey in a European Fast Moving Consumer Goods (FMCG) market indicate that perceived internal and interorganizational benefits as well as expected future costs of RFID are significant drivers. The need-pull shows a partly mediated effect, whereas firm size and applied technologies show no impact on RFID adoption intention.

Interorganizational Collaboration in Supply Chain Management: What Drives Firms to Share Information with Their Trading Partners?

With growing use of interorganizational systems the scope of interfirm collaboration has increased considerably, particularly in the supply chain context. An important prerequisite of interfirm collaboration is information sharing. Extant research suggests clear advantages of information sharing. The research presented in this paper addresses antecedents of interorganizational information sharing. Based on findings from interorganizational systems adoption and interfirm collaboration research, a structural model is developed and validated by a quantitative survey among Austrian retailers and manufacturers in the fast moving consumer goods sector. The proposed model explains the effect of internal factors (commitment, information policy, and readiness), inter-organizational factors (relationship, trust, power, and trading partners readiness), and economic factors (perceived benefits and costs) on information sharing behavior. The results show the relevance of internal factors and perceived benefits. The study reveals particularities of information sharing behavior and can help practitioners to understand what motivates their trading partners to share information.

Ambient advertising characteristics and schema incongruity as drivers of advertising effectiveness

Ambient advertising is an answer to increasing advertising clutter and resulting deteriorated attitudes toward advertising. This research draws on literature on human information processing, schema congruity theory, and advertising effectiveness literature to investigate drivers of ambient advertising effectiveness under conditions of increasing advertising clutter and advertising literacy. We contend that schema incongruity as evoked by ambient advertising positively impacts advertising effectiveness. We develop a conceptual framework that suggests four antecedents of advertising schema incongruity – creativity, unexpectedness, engagement, and subtlety – and two moderating variables – perceived advertising clutter and advertising literacy. We further propose that advertising effectiveness on the level of consumers mind-set variables will have an impact on sales in the long run. The article is the first approach to contribute a theory-based conceptual framework on influencing factors of ambient advertising effectiveness. It provides a research agenda and theoretically grounded guidelines for ambient advertising practice.