A Conceptual Framework for Consumer Adoption of Mobile Advertising in China

With the increasing penetration rate of mobile phone in China, there has also been a growth in the mobile advertising. However, due to the limitation of limited information in mobile advertising, mobile advertising often cause consumer antipathy because the content of mobile advertising was not design personalized to match consumer´s need. The aim of paper is to explore factors affecting consumers accepting mobile advertising in china. Integrating social influence into an extention of technology acceptance model, the relationship among permission, perceptions of interactivity, attitude toward mobile advertising is also explained, we proposed a conceptual framework for consumer adoption of mobile advertising. According to this innovative mobile advertising model, attitude models and competitive stratege in the value chain would be analysed.