Chapter 5 . 13 Cross-Cultural Consumer Perceptions of Advertising via Mobile Devices : Some Evidence from Europe and Japan

This chapter tries to answer the question on how international consumers differ in their perceptions of mobile advertising (m-advertising). In order to answer this research question a survey among mobile phone users was carried out in Austria and in Japan. These two countries have been selected because they show a high dissimilarity in culture in historical terms but also in the degree of technological development and usage. Both countries experienced a similar economic development and show comparable living standards. Furthermore, Japan and Austria are leading markets for advanced mobile technology in their geographic areas. On the basis of the literature review, variables picturing perceptions of m-advertising are defined, hypotheses in comparing consumer perspectives in the respective countries are presented, and results of the MANOVA analysis are shown and discussed. Finally, the paper presents theoretical and managerial implications, limitations, and recommendations for future research on this issue.