Consumer Evaluations of Mobile Advertising-A Study on Short-Message-Service Advertisements
Short-message-service(SMS)is one of the most important formats of mobile advertising. In 2006, nearly 70% of global mobile advertising spending was on SMS. Using structural equation modeling with the maximum likelihood estimation method, this study examined young Chinese corlsumers evaluations of SMS advertising. Results showed that Chinese consumers had favorable attitudes towards both the utilitarian and hedonic aspects of SMS advertising. However, consumers utilitarian attitudes towards SMS advertising had a significantly positive effect on their acceptance of SMS ads, but the hedonic attitudes did not. Furthermore, this study found that consumer skepticism about advertising in general significantly attenuated the positive effect of utilitarian attitudes on consumer aoccptance of SMS ads. Implications for mobile advertising and future studies are discussed.
mobile communication commerce marketing mazimum likelihood estimation
Fang Liu Jian Yao Li
Linnan College, Sun Yat-Sen University, Guangzhou, 510000, China Asia Pacific Market Research Institute, Perth, 6103, Australia
国际会议
第八届武汉电子商务国际会议(The Eighth Wuhan International Conference on E-Business)
武汉
英文
524-529
2009-05-30（万方平台首次上网日期，不代表论文的发表时间）