Consumers Perceptions and Acceptances towards Mobile Advertising: An Empirical Study in China

摘要：

This research presents an integrated model for explores consumers 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 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.

关键词： mobile advertise technology acceptance mobile service short messaging service mobile business

作者: Dehua He Yaobin Lu

作者单位: College of management Huazhong University of Science and Technology Huazhong Agricultural University College of management Huazhong University of Science and Technology Wuhan, China

会议类型: 国际会议

会议名称: 第三届IEEE无线通讯、网络技术暨移动计算国际会议

会议地点: 上海

会议语种:英文

在线出版日期: 2007-09-21（万方平台首次上网日期，不代表论文的发表时间）