The Influence of Mobile Self-Efficacy on Attitude towards Mobile Advertising

Author

Lee, Ching-Chang ; Hsieh, Ming-Chia

Author_Institution

Dept. of Inf. Manage., Nat. Kaohsiung First Univ. of Sci. & Technol., Kaohsiung, Taiwan

fYear

2009

fDate

June 30 2009-July 2 2009

Firstpage

1231

Lastpage

1236

Abstract

Mobile advertising employs mobile devices such ascell phones and PDAs to transmit advertisinginformation to users. The chief difference betweenmobile advertising and traditional advertising is thatmobile advertising must employ wireless networks andmobile devices; as a consequence, apart fromadvertisement content, the factors affecting attitudetowards mobile advertising may also includeconsumers´ mobile technology use self-efficacy.This study develops and validates a mobile selfefficacyconstruct assessment method, and alsoexplores the effect of user mobile self-efficacy onattitude towards mobile advertising. The resultsindicate that mobile self-efficacy has very highconstruct reliability, convergent validity anddiscriminant validity, and has a significant influenceon attitude towards mobile advertising.

Keywords

advertising data processing; mobile computing; reliability; PDA; cell phones; convergent validity; discriminant validity; mobile advertising; mobile devices; mobile self-efficacy; wireless networks; Advertising; Broadcasting; Cellular phones; Information management; Mood; Personal digital assistants; Proposals; Psychology; Wireless communication; Wireless networks; Mobile advertising; Mobile self-efficacy; Self-efficacy;

fLanguage

English

Publisher

ieee

Conference_Titel

New Trends in Information and Service Science, 2009. NISS '09. International Conference on

Conference_Location

Beijing

Print_ISBN

978-0-7695-3687-3

Type

conf

DOI

10.1109/NISS.2009.91

Filename

5260506