Gender differences in attitude toward transit audio ads, purchase intention and impulsive buying tendencya multi-group study

Mehak Manzoor (), Zaid Altaf (), Zia -ul-Haq () and Farooq Ahmad Shah ()
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Mehak Manzoor: Central University of Kashmir
Zaid Altaf: Central University of Kashmir
Zia -ul-Haq: Central University of Kashmir
Farooq Ahmad Shah: Central University of Kashmir

SN Business & Economics, 2025, vol. 5, issue 10, 1-27

Abstract: Abstract With increasing urban congestion and reliance on public transportation, public address (PA) system-based audio advertisements have become a routine part of the metro commuting experience. Despite reaching thousands of passengers daily, these ads have received limited scholarly attention. The current study examines attitudes towards advertisements delivered through Public-Address Systems (AT) in high-traffic transit environments and how such advertisements influence purchase intention (PI). Moreover, the study addresses a methodological gap by establishing measurement invariance across gender groups to verify whether the variables under study are perceived consistently, a necessary condition for making meaningful group comparisons. Thereafter, it examines gender-based differences and investigates the moderating effect of impulsive buying tendency (IB). Grounded in the Theory of Planned Behavior (TPB) and Gender Schema Theory (GST), the study surveyed a diverse sample of metro commuters in Delhi, gathering real-time responses during actual train rides. The researchers used Structural Equation Modelling (SEM) and multi-group analysis for hypothesis testing. Findings reveal that Entertainment, Informativeness, Deception and Irritation significantly influence AT, and AT significantly influences PI. The study also finds differences in hypothesized relationships, including the moderating role of IB, based on gender. Overall, the negative feelings towards these advertisements are more prevalent.

Keywords: Advertising & promotion; Audio ads; Transit advertising; Public-Address systems; M31; M37; M21 (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s43546-025-00891-y

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