移动手机广告外文文献Developing customer product loyalty through mobile advertising_ Affective and cognitive perspectives.pdfVIP

International Journal of Information Management 47 (2019) 101–111 Contents lists available at ScienceDirect International Journal of Information Management journal homepage: /locate/ijinfomgt Developing customer product loyalty through mobile advertising: Affective T and cognitive perspectives Chih-Cheng Lua,b, Ing-Long Wua,⁎, Wei-Hung Hsiaoc a Department of Information Management, National Chung Cheng University, Chiayi, Taiwan b Chi Mei Medical Center, Liouying, Tainan, Taiwan c Department of Distribution Management, National Taichung University of Science and Technology, Taichung, Taiwan A R T I C L E I N F O A B S T R A C T Keywords: Mobile advertising is an increasingly popular marketing channel since it can present advertising in a persona- Mobile advertising lized manner. This study examines the development of customer product loyalty through mobile advertising by Loyalty considering the drivers from affective and cognitive perspectives. An Expectation Confirmation Model (ECM), as Perceived usefulness defined for repurchase intention, is proposed as a theoretical basis for the relationship structure of related Affective research variables. An Elaboration Likelihood Model (ELM) identifies affective and cognitive concerns for de- Cognitive fining t