Measuring perceived interactivity of mobile advertisements

Abstract

Interactivity is considered a prominent characteristic of mobile advertising; however, a properly developed tool to measure the concept has not been developed. This study focusses on the development and validation of an instrument for measuring the interactivity perceived by individuals who interact with mobile advertisements on handheld devices. The confirmatory factor analysis results show that perceived interactivity in mobile advertising is comprised of six correlated but distinct constructs: user control, synchronicity, two-way communication, connectedness, playfulness and interpersonal communication. The result from a series of tests and examinations indicated that the multidimensional scale exhibits content validity and discriminant validity. The internal consistency of the scale reaches an acceptable level. The relationship with personal variables was also analysed. Gender, education, monthly income, years using cell phones, monthly cell phone charges, monthly cost for data services on cell phones and previous experiences with mobile advertisements have no influences on respondent interactivity perception with mobile advertisements. But user age is negatively correlated with perceived interactivity and years using the Internet are positively correlated with perceived interactivity. Young people with more Internet experience are more likely to perceive interactivity of mobile advertisements.