The role of m-advertising in m-purchases: Moderating effect of consumer innovativeness

Commissioned by: The Institute of Economics, Zagreb 
Project duration: February 1, 2020 – December 2, 2020
Project manager: Ivan-Damir Anić
Collaborators: Nicoletta Corrocher (ICRIOS, Bocconi University, Italy), Mirela Mihić (University of Split, Croatia), Ivana Kursan Milaković (University of Split, Croatia)

The goal of this project was to develop and test the model that examines the impact of consumers’ attitudes towards mobile advertising and their experience with using mobile websites on the intention to purchase advertised products and services via mobile devices, considering moderating effect of consumers’ innovativeness. The data collected by a market research agency in Croatia were analysed using factor analysis and structural equation modelling (SEM). The sample included the users of mobile devices in Croatia (n=300). The findings show that innovativeness is an important variable in Croatia. More innovative consumers have better attitudes towards mobile advertising and are more likely to purchase advertised products and services than less innovative consumers. The importance of mobile website navigation has positive effect on mobile purchases. This project contributes to better understanding of the drivers and the effectiveness of m-advertising from the consumer point of view. The project provided recommendations for marketers how to better target their customers on the move. The results were presented at international 2020 EMAC Regional conference and Science Tuesday. Final result of this project was the paper sent for publication to an international journal indexed in Web of Science Core Collection (Q1).