Exploring the Factors that Influence Cambodian Consumers’ Purchase Intention After Viewing Smartphone Ads

In recent years, smartphones have gained high popularity, and the use of smartphones has also increased significantly. Furthermore, the accessible internet connection and the mobility of smartphones have transformed consumers’ interactions with brands on the market. Interestingly, smartphone advertisements are becoming popular as the consumer’s interaction with brands through smartphones increases. Therefore, it is imperative to comprehend the factors motivating individuals to engage with smartphone advertisements and how these motivations impact their likelihood to make a purchase. To achieve this objective, our investigation delves into the influence of purchasing intent concerning smartphone ads, employing Ducoffe's web advertising model, flow experience theory, and three pivotal determinants: emotional value, web design quality, and brand awareness. The study was conducted with a sample of 205 respondents with prior experience in viewing smartphone ads. Utilizing structural equation modeling (SEM), the findings underscore the significance of ads, optimal engagement, and brand recognition as critical predictors of purchase intent. This research contributes valuable insights for marketers and advertisers, elucidating the dynamics through which smartphone advertising shapes consumers’ intentions to make purchases.