A Conceptual Model of User Adoption of Mobile Advertising
Mobile advertising is a rapidly growing sector providing brands, agencies and marketers the opportunity to connect with consumers beyond traditional and digital media directly on their mobile phones. Researches show that the success of this new advertising channel depends on the consumers attitude towards mobile advertising. The purpose of the study is to present a conceptual model of user adoption of mobile advertising. The model identifies factors that may potentially influence an individuals decision whether to accept mobile advertising. In this paper four mobile advertising specific antecedents and two individual-specific antecedents are proposed because they may potentially explicate the variance of consumers perceptions of mobile advertising. In addition, permission and incentives lead to more positive influence on consumer intentions to receive and read mobile advertisement.
mobile advertising consumer attitudes useradoption TAM
Zhang Xiao-yi Xiong Kai
Business School Jianghan University Wuhan, Hubei, P.R.China
国际会议
杭州
英文
124-127
2012-03-23（万方平台首次上网日期，不代表论文的发表时间）