Paid internet advertising (PIA) and frequency of apps-buying decisions: Insights from the retail enterprises in an emerging market

Purpose: Despite the tremendous advancement of information technology worldwide, a few attempts have been made to uncover the effectiveness of paid internet advertising (PIA) on consumers buying decisions for retail enterprises in emerging markets. The purpose of this paper is to examine the structural relationships between consumer self-confidence, perceived intrusiveness, continuance search intention, attitude towards PIA and frequency of apps-buying decisions. Design/methodology/approach: A total number of 515 online questionnaires were obtained from a sample of experienced apps shoppers who were disposed to PIA, in order to evaluate the theoretical model. VB-SEM, which is a variance-based structural equation modelling technique, was applied to assess the measurement scales and structural relationship between exogenous and endogenous constructs. Findings: Overall, the structural results imply that the proposed model explains 0.738 per cent of variances in consumer’s continuance search intention and 0.756 per cent of the frequency of apps-buying decisions. The results support that consumer self-confidence positively influences attitude towards PIA, continuance search intention and frequency of apps-buying decisions; however, consumer self-confidence is negatively related to perceived intrusiveness. Similarly, attitude towards PIA is positively related to continuance search intention and frequency of apps-buying decision. Besides, perceived intrusiveness negatively influences attitude towards PIA, continuance search intention and frequency of apps-buying decisions. Finally, continuance search intention and the frequency of apps-buying decisions are positively related. Originality/value: Despite the fact that PIA and its utilisation has been a recent growing trend in managing retail enterprises worldwide, a few studies have been conducted on possible end results of PIA, including consumer continuous apps search intention and purchase decisions. © 2018, Emerald Publishing Limited.