Fatores influenciadores da atitude e intenção de aquisição de aplicativos pagos por meio de anúncios promocionais
With the widespread use of smartphones, many mobile applications (apps) have been developed to run in mobile operating systems. The increasing of the use of theses apps by consumers and its potential on mobile advertising commercialization are perceived by companies as a promising way of advertise....
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| Formato: | Dissertação |
| Idioma: | por |
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| Endereço do item: | https://repositorio.ufrn.br/jspui/handle/123456789/21562 |
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| Resumo: | With the widespread use of smartphones, many mobile applications (apps) have been developed to run in mobile operating systems. The increasing of the use of theses apps by consumers and its potential on mobile advertising commercialization are perceived by companies as a promising way of advertise. From previous literature was possible to identify a gap relation to mobile advertising area in the context of the response to promotional advertises for purchasing apps. Most studies about the subject focused ads on SMS and MMS. Based on these considerations and in other to fill this gap, this study aims to investigate which factors influence the young consumer behavior in relation to promotional advertises in paid apps. Theory of Reasoned Action of Fishbein and Ajzen (1975) along with some factors founded in literature that influence attitude, intention and consumer behavior related to mobile advertising were the theoretical framework to build the research model. Regarding the methodology, this is a descriptive study with qualitative approach. The population included consumers of mobile applications who have a smartphone, internet access and installed some free app. The sample was compound of 619 students of seven courses offered by Centro de Ciências Sociais Aplicadas from Federal University of Rio Grande do Norte. Data were collected through questionnaire and analyzed using multivariate analysis technique, such as: exploratory factory analysis and Structural Equation Modeling: confirmatory factor analysis and structural model. Results show that factors such as Informativeness and Incentives influence the purchase applications from promotional advertises. This study also suggests a validated model to explain the factors of mobile advertising that shaping consumer’s attitude relation to promotional advertises of paid apps and influence the intention consumption. Yet, it contributes to enrich the knowledge about this subject. This study offers suggestions for marketing professionals about how develop advertisings that simulate consumers to purchase paid apps. |
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