Title :
Consumers Perceptions and Acceptances Towards Mobile Advertising: An Empirical Study in China
Author :
He, Dehua ; Lu, Yaobin
Author_Institution :
Coll. of Manage., Huazhong Univ. of Sci. & Technol., Wuhan
Abstract :
This research presents an integrated model for explores consumer´s perceptions and acceptances towards mobile advertising based short message service via an empirical study. A research framework for measuring acceptances toward mobile advertising is developed from the theory of the unified theory of acceptance and use of technology (UTAUT), innovation diffusion theory, and task-technology fit theory. It does this by adding an innovation-related construct, task-related construct and a construct of permission to the UTAUT. Data from China tested using the structural equation modeling approach. The results indicate consumers´ general attitudes and the factors that will determine consumer acceptance of mobile advertise.
Keywords :
advertising; electronic commerce; electronic messaging; mobile computing; China mobile advertising; innovation diffusion theory; short message service; task-technology fit theory; unified theory of acceptance and use of technology; Advertising; Customer relationship management; Educational institutions; Helium; Information technology; Message service; Mobile communication; Permission; Technological innovation; Technology management;
Conference_Titel :
Wireless Communications, Networking and Mobile Computing, 2007. WiCom 2007. International Conference on
Conference_Location :
Shanghai
Print_ISBN :
978-1-4244-1311-9
DOI :
10.1109/WICOM.2007.934