Cross-Cultural Consumer Perceptions of Advertising via Mobile Devices: Some Evidence from Europe and Japan

Cross-Cultural Consumer Perceptions of Advertising via Mobile Devices: Some Evidence from Europe and Japan

Parissa Haghirian (Sophia University, Japan) and Maria Madlberger (Vienna University of Economics and Business Administration, Austria)
DOI: 10.4018/978-1-59904-558-0.ch012
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This chapter tries to answer the question on how international consumers differ in their perceptions of mobile advertising. In order to answer this research question a survey among mobile phone users was carried out in Austria and in Japan. These two countries have been selected because they show a high dissimilarity in culture, in historical terms but also in the degree of technological development and usage. Both countries experienced a similar economic development and show comparable living standards. Furthermore, Japan and Austria are leading markets for advanced mobile technology in their geographic areas. On the basis of the literature review, variables picturing perceptions of mobile advertising are defined, hypotheses in comparing consumer perspectives in the respective countries presented and results of the MANOVA analysis shown and discussed. Finally, the paper presents theoretical and managerial implications, limitations, and recommendations for future research on this issue.

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Table of Contents
Richard T. Watson
Chapter 1
Erkki Patokorpi
It is becoming blatantly clear that some key concepts used in computer science and information systems literature – most notably those of... Sample PDF
From Mobility to True Nomadicity and Ubiquity: Discussing Fluidity, Metaspaces, Micromobility, and Multiple-Profiling
Chapter 2
David C. Yen
This chapter discusses the growing significance of M-commerce with special focus on Bluetooth and WiMax. There is a detailed investigation of the... Sample PDF
The Future of M-Commerce: The Role of Bluetooth and WiMax
Chapter 3
Valli Kumari Vatsavayi, Ravi Mukkamala
With mobile operators having a large customer base and E-Payments getting popular, there is a shift of focus on the huge potential that M-Commerce... Sample PDF
M-Commerce Payment Systems
Chapter 4
Wassim Itani
In this chapter we present an overview of a general policy-based security architecture for securing the confidentiality, authenticity, and integrity... Sample PDF
Policy-Based Security for M-Commerce Networks
Chapter 5
Frank Teuteberg
Mobile logistics (m-logistics) may be seen as an enabler for efficient and effective mobile commerce (m-commerce). Recent developments in mobile... Sample PDF
Global M-Logistics in North America, Europe, and Asia: A Comparative Study of the Diffusion and Adoption of Standards and Technologies in Next Generation M-Logistics
Chapter 6
Ragnar Schierholz
In this chapter we analyze how companies define their customer value proposition and how the selection of successful mobile customer services is... Sample PDF
Strategy Aligned Process Selection for Mobile Customer Services
Chapter 7
Minna Pura
Mobile services have evolved into an important business area and many companies in various industries are offering mobile services. However, formal... Sample PDF
Exploring Mobile Service Business Opportunities from a Customer-Centric Perspective
Chapter 8
Ioanna D. Constantiou, Maria Bina
Mobile data services seem a promising revenue source for the stakeholders that have heavily invested on mobile communications infrastructures.... Sample PDF
Exploring the Use of Mobile Data Services in Europe: The Cases of Denmark and Greece
Chapter 9
Pieter Ballon
Mobile Television is potentially the most anticipated mass-market mobile application across Europe. This chapter examines the business model design... Sample PDF
The Design of Mobile Television in Europe
Chapter 10
Dieter Hertweck, Asarnusch Rashid
There is an ongoing debate about the value of mobile applications for the optimization of business processes in European hospitals. Thus finding... Sample PDF
Mobile Business Process Reengineering: How to Measure the Input of Mobile Applications to Business Processes in European Hospitals
Chapter 11
Holger Hoffman
In this chapter we describe the systematic development and implementation of mobile services in the automotive sector. This includes a design... Sample PDF
Mobile Automotive Cooperative Services (MACS): Systematic Development of Personalizable Interactive Mobile Automotive Services
Chapter 12
Parissa Haghirian, Maria Madlberger
This chapter tries to answer the question on how international consumers differ in their perceptions of mobile advertising. In order to answer this... Sample PDF
Cross-Cultural Consumer Perceptions of Advertising via Mobile Devices: Some Evidence from Europe and Japan
Chapter 13
J. P. Shim, Kyungmo Ahn, Julie M. Shim
The purpose of this paper is to present an overview of wireless mobile technology, its applications, with a focus on Digital Multimedia Broadcasting... Sample PDF
Current Status of Mobile Wireless Technology and Digital Multimedia Broadcasting
Chapter 14
Eusebio Scornavacca
The hospitality industry, more specifically restaurants, has recently started to exploit the benefits of mobile technologies. This research explores... Sample PDF
Understanding the Organisational Impact and Perceived Benefits of Bluetooth-Enabled Personal Digital Assistants in Restaurants
Chapter 15
Jin Ki Kim, Heasun Chun
As the growth of mobile market decreases and the market competition intensifies, mobile carriers have been trying to find new business models to... Sample PDF
Strategies of Mobile Value-Added Services in Korea
Chapter 16
Seung Baek
A growth curve of m-commerce market would be alike that of the mobile voice market or broadband internet service in the past in Korea, and then... Sample PDF
M-Commerce Market Development Scenarios in Korea: Focus on Changes and Their Mega Trends
Chapter 17
H. Chen
The chapter addresses mobile service pricing and affordability issues in China. The goal is to assist fast diffusion and sustainable development of... Sample PDF
Individual Telecommunications Tariffs in Chinese Communities
Chapter 18
J. L. Zhang, J. Quan, Raymond Frost
The main objective of this chapter is to investigate the current trends and future endeavors of mobile commerce in the retail industry in an effort... Sample PDF
M-Commerce in the U.S. and China Retail Industry: Business Models, Critical Success Factors (CSFs), and Case Studies
Chapter 19
Astrid M. Oddershede, Rolando A. Carrasco
In this chapter the user interface perception and resources for Mobile Technology (MT) support in healthcare service activities is investigated.... Sample PDF
Perception of Mobile Technology Provision in Health Service
Chapter 20
Xubin Cao, Eric Y. Lu, Hongyan Ma
This chapter discusses the implementation of Wi-Fi technology in higher education of the United States. It includes Wi-Fi standards, security, the... Sample PDF
The Implementation of Wi-Fi Technology in Higher Education in the United States
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