The Perceived Value and Contextual Relevance Linking Self-Construal and Adoption to Personalized Mobile Advertising

Abstract

In this study, the central objective lay in the examination of the indirect effect of self-construal on the adoption of personalized mobile advertising. Two hundred and thirty-seven Korean undergraduate students participated in our study. Participants were recruited from the university’s online community and completed a paper and pencil questionnaire. To evaluate and analyze the behavior of the variables that were investigated in relation to their relationship or interaction in this study, a method that was employed involved that exploratory factor analysis technique. Next, we conducted a simple mediation analysis and the PROCESS procedure using bootstrapping analysis with confidence intervals. From the findings, this study established that the factor of the perceived value plays a moderating role in its capacity to shape the correlation between aspects of adopting mobile advertising and the concept of self-construal. The implication is that based on these results, a full mediation framework was supported. It is also worth noting that there was a significant relationship between factors of contextual relevance and perceived value. However, the variable of self-construal did not exhibit a direct correlation with personalized mobile advertising adoption or use. Additionally there was a significant, indirect impact of self-construal on the adoption of mobile advertising—when the attribute of perceived value played a moderating role, especially when the parameter of contextual relevance was found to be high. As such, the latter results were in support of the moderated mediation framework. The implication for future research is that the focus needs to be on the implementation of experimental designs that investigate causality between individual differences and mobile advertising adoption.