The Impact of Mobile Advertising Cue Types on Consumer Response Behaviors: Evidence from a Field Experiment

This study investigates how different mobile advertising cues (WOM, product, and price cues) affect consumer responses in terms of advertisement clicks and purchases. A large-scale field experiment was conducted on a mobile online learning platform with 45,000 users representing different customer life cycle stages, in which users were randomly assigned to one of three mobile advertisement types. Behavioral data on clicks and purchases were collected, and the dual-system processing model was used to analyze mediating effects. Consumers were more likely to click on adverts featuring WOM and price cues than product cues, but less likely to purchase. Purchasing experience moderated this effect: experienced consumers showed higher purchase probabilities for WOM and price cues. Affective processing mediated click behavior, while cognitive processing mediated purchases. This study advances cue theory in the mobile context by identifying distinct psychological and behavioral mechanisms driving consumer engagement and conversion. It highlights the importance of tailoring mobile advert strategies based on cue type and user experience.