The influence of in-app advertisement towards customers' attitudes and behavioral intention - The case of spotify app
Abstract
Monetarized mobile application can be achieved by many ways and a common
one is taking advantage of in-app advertisement. The aim of this research is to discover
the factors that could affect consumers’ attitudes towards in-app advertisement and
behavioral intentions in Vietnam through quantitative research method. The conceptual
model will be adopted from Sigurdsson et al. (2018) paper. The proposed independent
variables are credibility, entertainment, informativeness, irritation and personalization.
A online survey was conducted and the analysis was based on 362 valid responses. The
outcome of the research shows that entertinment is exceptionally influent users’
attitudes towards Spotify ads in the app. Another indicators are irritation and
personalization. Credibility and informativeness supprisingly have no impact on the
dependent variable. Lastly, the relationship between attitudes and intention to act is
confirmed. The study findings are supposed to benefit music app developers like
Spotify, other business practicers for a better understanding on customers’ preference
on m-advertisements to eliminate potential obstaches in changing app users’ habits.
Keywords: in-app advertisement, mobile application, attitudes, behavioral intention,
credibility, entertainment, informativeness, irritation and personalization