An SEM-ANP Multi-Criteria Evaluation Model for Mobile Advertising That Affect Purchase Intentions: Perspectives on the Values of Context Awareness and Flow Experience

Abstract

Among the limited studies that have investigated flow experience in mobile advertising, the focus is cast on the value of advertising and the impact of flow experience. This study investigates the factors of mobile advertising that affect purchase intentions based on the value of context awareness and flow experience. First, a literature review of the corresponding studies and confirmatory factor analysis are combined to identify key factors that influence the purchase intentions of cell phones. Second, analytic network process (ANP) and structural equation modeling (SEM) are integrated into an SEM–ANP multi-criteria evaluation model. Results show that the weights for credibility, entertainment, focused immersion, and intrinsic interest are the highest. Furthermore, consumers believe that mobile advertising is a good informational reference for purchase decisions, and that the interaction of advertising value and the value of flow experience affect purchase intentions. Compared to informational advertisements, transformational advertisements are found to have a better effect on stimulating purchase intentions. Marketers are suggested to focus on transformational advertisements, supplemented by informational advertisements when designing mobile advertising campaigns.