Title of article
Consumer attitudes toward and intentions to accept mobile advertising
Author/Authors
Okoe، Abednego Feehi نويسنده Abednego Feehi Okoe, Department of Marketing, University of Professional Studies, Accra, Ghana , , Boateng، Henry نويسنده Department of Marketing and Customer Management, University of Ghana Business School, Ghana ,
Issue Information
ماهنامه با شماره پیاپی 45 سال 2015
Pages
10
From page
833
To page
842
Abstract
The objective of this study was to examine the drivers of consumers’ attitudes towards mobile advertisement. It also sought the relationship between consumers’ attitudes towards mobile advertisement and their willingness to accept mobile advertising. Confirmatory factor analysis was used to assess the measurement model while structural equation was conducted to assess the goodness-fit of the overall model. The findings indicate that entertainment, credibility and personalization had positive effects on consumers’ attitudes toward mobile advertising. Furthermore, the results show that, consumers’ attitude determines their willingness to accept mobile advertising.
Journal title
Management Science Letters
Serial Year
2015
Journal title
Management Science Letters
Record number
2123899
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