4.1.2 Significant of interaction effect ................ 37
Chapter 4 Results and Discussion
4.1 Results
4.1.1 Direct influence of temporal time, type of information and variety of receivers
The two way ANOVA is used to measure the effects of independent variables. The analysis was conducted with temporal time (After work, Night), type of information (Emotional, Rational) and variety of receivers (Expert, Rookie) as independent variables and the purchase intention was considered as dependent variable. After performing the statistical test, showed the significant results for main effect of type of information (F(1,218)=10.566; p=.001; η2 = .046 ) and variety of receivers (F(1,218)=9.133; p=.003; η2 = .040 ) (See Table 4-1).
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Conclusion
Since marketers and retailers pay more attention to in-store mobile LBA, which offers them new perspectives to interact with consumers at the point of sale taking into account the timing and content according to the variety of consumers. In addition, CLT represents a framework for explaining how psychological distance, which can occur in four dimensions; temporal, spatial, social and hypothetical distance, affects individuals’ purchase intention behavior. So, the modified LBA in-store model and hypothesis development are constructed. This model proposed that the temporal time of in-store advertising (After work, Night), type of information of ads content (Emotional, Rational) and the variety of receiver (Expert, Rookie) in mobile in-store LBA affect the Purchase intention in retail stores. The relationship between the independent and dependent variables are moderated by mobile coupon (Premium, Discount). Then, by empirically examining, the effectiveness of mobile in-store advertising was tested on in-store mobile LBA. A practical experiment was performed using a simulated formal suit store.
The main research results of this article are as follows:
(1) Analyze the existing LBA model according to the Construal Level Theory (CLT) and put forward the main factors to test the effective in-store advertising of retailers. Our research shows the effectiveness of CLT in understanding in-store Location Mobile Advertising (LBA). Understanding how psychological distance affects consumer behavior under the concept of CLT is an important part of evaluating mobile advertising in retail stores that affect consumers’ intention.
(2) Construct a new in-store mobile advertising influence model, and propose the main factors affecting in-store mobile advertising and the psychological distance dimension of CLT. The model proposes the temporal time of in-store mobile advertising (get after work Vs night), the type of information in the advertising content (emotional Vs rational) and the type of receiver (expert Vs rookie) will affect consumers' purchase intention. The relationship between the independent variable and the dependent variable is adjusted through mobile coupons (premium Vs discount)
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