An Empirical Study of What Drives Consumers to Use Mobile Advertising in China

Based on the theory of planned behavior, this paper builds an integrated research model to explore the factors that influencing consumer intention of using mobile advertising in China. Some variables from technology acceptance model and the theory of attitude toward Internet advertising are added in the research model. A survey is developed in several universities, and the structural equitation modeling technique is used to examine the model. The result shows that "informativeness", "entertainment" and "credibility" of the advertising information are the most important factors that influencing the consumers\´ acceptance of mobile advertising. Existing knowledge, perceived usefulness and perceived ease of use also have positive effect on consumers\´ usage intention. Perceived risk and irritation of the advertising information have negative effect on consumers\´ usage intention.