Title :
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
fDate :
June 30 2009-July 2 2009
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;
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
DOI :
10.1109/NISS.2009.91
