The mediation effect of intrinsic and extrinsic motivation on generation Y: An analysis of mobile advertising attitudes

Y generation has been at the forefront of adopting technology and interacting more with mobile devices. Mobile advertising is considered the application of this technology. Many firms have embraced this, although studies reveal that consumer have a negative attitude towards it. This is why this study was conducted, as to obtain new information if generation Y has the similar attitude. This study examines the factors that influence consumers' attitudes toward mobile advertising. The authors analyze timeliness, localization, and personalization of the advertisement message as antecedents of extrinsic motivation, as well as consumer innovativeness and perceived enjoyment as antecedents of intrinsic motivation. Using partial least square, this study analyzes the conceptual model with a sample of 160 mobile phone users that categorized as Y generation. The result of this study showed that both intrinsic and extrinsic motivations mediate the effects of the advertising message's characteristics on mobile phone users' attitudes toward mobile advertising. This study may provide a new perspective of a generation's attitude on perceiving mobile advertising, especially in Indonesia.