Banca de DEFESA: EVANGELINA DE MELLO BASTOS

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
DISCENTE : EVANGELINA DE MELLO BASTOS
DATA : 29/06/2016
HORA: 09:00
LOCAL: NEPSA 2, Auditório 3 - 1º andar.
TÍTULO:

INFLUENCING FACTORS OF ATTITUDE AND INTENTION TO PURCHASE PAID APPLICATIONS THROUGH PROMOTIONAL ADS

PALAVRAS-CHAVES:

mobile advertising, consumer behavior, paid mobile apps, promotional ads.

PÁGINAS: 120
GRANDE ÁREA: Ciências Sociais Aplicadas
ÁREA: Administração
RESUMO:

With the widespread use of smartphones, many mobile applications (apps) are being developed to run in mobile operating systems. The increased use of theses apps by consumers and its potential on mobile advertising commercialization are perceived by companies as a promising way of advertise. From previous literature was possible to identify a gap relation to mobile advertising area in the context of the response to promotional advertises for purchasing apps. Most studies about the subject focused ads on SMS and MMS. Based on these considerations and in other to fill this gap, the present study objective is to investigate which factors influence the young consumer behavior in relation to promotional advertises in paid apps. The research line we intend to adopt is Pocinho (2012), making some adaptations to the subject studied. The Theory of Reasoned Action of Fishbein and Ajzen (1975) along with some factors founded in literature that influence attitude, intention and consumer behavior related to mobile advertising were the theoretical framework to build the research model. Regarding the methodology this is a descriptive study with qualitative approach. The population will include mobile applications consumers’ which have a smartphone, internet access and installed some free app. The sample will be made up by new students on the courses offered by Centro de Ciências Sociais Aplicadas in Universidade Federal do Rio Grande do Norte. Data will be collected through questionnaire and analyzed using multivariate analysis technique, such as: exploratory factory analysis and Structural Equation Modelling: confirmatory factor analysis and structural model. Regarding the results, besides contributing to enrich the knowledge about this issue, it is expected that this research will provide suggestions for marketers about the determinants that influence the aquisition of mobile applications from promotional advertises.

MEMBROS DA BANCA:
Presidente - 1149369 - ANATALIA SARAIVA MARTINS RAMOS
Interno - 2668551 - ANDRE MORAIS GURGEL
Externo ao Programa - 2001718 - LUIZ AUGUSTO MACHADO MENDES FILHO
Externo à Instituição - MARCIO MARREIRO DAS CHAGAS - IFRN