The effects of product involvement and impulse buying on purchase intentions in mobile text advertising

作者：

Highlights：

• How consumers respond to SMS advertisements for different product categories?

• Simulated field experiment (N = 736).

• The relationship between product involvement and purchase intention is moderated by impulse buying tendencies.

摘要

•How consumers respond to SMS advertisements for different product categories?•Simulated field experiment (N = 736).•The relationship between product involvement and purchase intention is moderated by impulse buying tendencies.

论文关键词：Mobile advertising,Product involvement,Impulse buying,FCB grid,SMS

论文评审过程：Received 18 October 2013, Revised 30 July 2014, Accepted 6 August 2014, Available online 4 September 2014.

论文官网地址：https://doi.org/10.1016/j.elerap.2014.08.003