CONSUMER BEHAVIOR TOWARDS MOBILE MARKETING THROUGH ONLINE APPLICATION: EMPIRICAL STUDY OF AIRLINE INDUSTRY IN THAILAND. This research investigates the importance of mobile phone technology as a marketing communication channel used in Thailand, including analysis of Thai consumer behavior towards mobile marketing through the Airline Industry Online Application, which provides marketers with an understanding of how plan their strategies for mobile marketing in the future.
Diffusion and adoption of Technology Innovations
It refers to the intrinsic characteristics of the technology, such as ease of use, ease of learning, flexibility; in other words, the extent to which an individual believes that using a particular information system will be effortless (Davis, 1989). Al-Gahtani and King (2001) found that compatibility is an important predictor of usage. In contrast, they also argued that compatibility in itself does not lead to adoption of technology use.
Moore and Benbasat (1991) argued that the original construct of observability was defined in a complex way by Rogers (1995), where the results of an innovation are visible and communication to others, and it also included the idea that the innovation is visible. Based on the arguments, the study will not include "observability and trialability" as one of perceived innovation characteristics due to different interpretations of the characteristics. The theory of planned behavior (TPB), developed by Ajzen (1985), is an extension of TRA.
Perceived behavioral control refers to people's perception of the ease or difficulty of performing the behavior of interest.
RESEARCH METHODOLOGY
Research Design
Conceptual Framework
Population and sample
Data collection
Do you think the social influencers directly influence your behavior to add an official account. What are the purposes of adding an official account. such as seeking information, financial benefits e.g. free downloaded stickers, beneficial promotion, mobile coupon discounts, communication). When a notification appears, access the information immediately or ignore it (for both chat and advertising message).
Given the rating from 1-10, please give me the satisfaction of "Line Advertising" according to your opinion. What about your action in the future. to continue to accept information and be inclined to accept official account if launched in the future). Also, other opinions and comments from a respondent can freely add during the interview to help get new ideas to analyze the response.
Data analysis
RESEARCH FINDINGS AND DISCUSSION
Respondents’ Demographic Profile
As can be seen from figure 4.2 below, it also identifies the specific number of respondents to this study classified by age group. The group that had the largest number of respondents falling in the 25-29 age group of 15 people accounted for 75 percent of the total population. According to the age group of 30-34 years old, the age group of 30-34 years old was equal to 3 people, which can occupy 15 percent and finally the age group of 35-39 years old equal to 2 people, made up 10 percent of the total population.
It can be shown that most of the customers currently through the Line app were aged around 25-29 years old, who accepted and received market advertising through the Line channel. The respondents who have completed Bachelor's degree contain 12 persons and 8 persons also graduated from Master's Degree, which can be counted for 60 percent and 40 percent accordingly. Based on the new construct, lifestyle can be a way to represent the compatibility factor that can affect sampling adoption behavior.
Referring to their behaviors, the study can assume that people tend to adopt and receive marketing advertisements that also match their lifestyles.
Respondent’s Line Application Background
According to our result, we found that the majority of respondents always access Line application when they need to chat with another person. As can be seen from the figure 4.6, the graph also describes that the entire population uses Line application for chatting purposes. Followed by 9 respondents who access the app for using video calling and free calling features.
Normally, all the respondents usually access the Line app with multiple purposes at the same time like chatting, updating the timeline and getting new information and because of the Line app also provides multiple functions. Furthermore, the researcher also asks the participants what is the purpose of adding an official account. According to in-depth interviews, it was noted that 14 participants added the official account of an airline for the purpose of downloading stickers.
After 12 respondents who have already added an official account for received beneficial promotions, 10 respondents also added these accounts to apply.
Behavioral Analysis towards Mobile advertising
According to in-depth interviews, most of the interviewees said that they would like to add an official account when these official accounts offer a free sticker to download, because the sticker set is a brand motivation factor that encourages them to participate and immediately receive promotional advertising. In this study, respondents were asked to rank the meaning of the sticker based on their preference for adding an official account. However, many respondents also mentioned that they only add the official invoice, which they believe only contains a pretty sticker.
For this finding, the researcher can conclude that sticker is one of the most important features to motivate someone to add an official account. Respondent demographic information shows that the majority of respondents are more likely to consider travel, shopping and social networking as their favorite hobby and lifestyle, where the airline's official account can be linked to their interests. According to the in-depth interviews, all respondents added more than one official account to their friends list, meaning they all gave permission for the brands to post information and promotional messages in their chat function.
However, some respondents claimed that "the policy had a moderate impact on my adoption behavior because I usually choose and accept an official account that only matches my interested parties."
Consumer’s Attitudes, satisfaction and intention behavioral
The respondent also said that "It was a good policy that makes me more confident and comfortable, especially in terms of business transactions." Furthermore, some interviewees mentioned that "I think permission policy was very useful. It can help me manage the news and information via Line app, including helping me analyze which official account fits my style." Some respondents pointed out that a brand official account made them more knowledgeable about the brand and know the brand more by receiving that information.
CONCLUSION, LIMITATIONS
AND RECOMMENDATIONS FOR FURTHER RESEARCH
Conclusion
Second, the compatibility factor is an influential factor that can predict attitudes toward mobile advertising. Followed by perceived ease of use aspects, in other words, the complexity factor is an important factor influencing consumers' attitudes towards mobile advertising. The more positive the consumer's perceived ease of use towards mobile advertising, the more positive their attitude towards mobile advertising in particular.
Grounded permission policy is the one way to reduce the annoyance and annoyance of mobile advertising. Therefore, the less control consumers have, the more negative their intention is behaviorally towards mobile advertising. Most surprisingly, social norms do not play such a dominant role in advertising value and adoption behavior towards mobile advertising via Line application.
If companies manage mobile advertising campaigns with the right strategy, consumers will develop a positive view of mobile advertising campaigns.
Limitations
Evidently, perceived behavioral control, especially consent marketing, indirectly influences behavioral intention to accept advertising messages via mobile devices as well. The scope of the interview population was limited only in Bangkok area and contained a small amount of interviewees in which different opinions and important variables towards Line official account marketing strategy may be missed. For a further study, it should be wider with number applying both qualitative and quantitative research methods that can make the study clearer.
Therefore, for a further research study, the researcher can collect more information with wide ranges of time periods which can also create more effectiveness and more reliability of research study.
Recommendation
Moreover, these messages should be able to involve people to participate in marketing activities; in other words, the messages can be able to play call-to-action (CTAs) strategy. Usually, the companies should take many promotional messages that the consumer can redeem, such as getting free items, signing up for a membership to create a loyalty program, and special discounts for Line's user. However, the sticker mascot must be attractive and lovely enough for the user to decide to download in their application.
So within a month they have users and members of about 1 million people, those people have also received and sent an advertising message, a discount coupon through an official account. This can have a significant impact on the increase in sales and the number of visitors who come to visit their store is 70% and 300% respectively. In addition, the company can be set as a person on the social network to take care of the customer when they are looking for information, marketing promotions, including complaints and recommendations about company services. In Bamba and Barnes' (2007) sample, consumers agree that advertisements should be sent at specific hours depending on consumers' activities.
In addition, Bamba and Barnes (2007) found that the amount of advertising should be limited to 2-4 messages per week.
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