Authors: Soledad Ponce; Cecilia Ugalde
Addresses: Communication Department, Universidad del Azuay, Cuenca, Ecuador ' Communication Department, Universidad del Azuay, Cuenca, Ecuador
Abstract: An assessment was made on the factors that influence mobile trust, perceived usefulness and attitudes towards mobile advertising, factors that influence the intention to accept mobile advertising and the use of mobile payments. A total of 384 surveys were collected from mobile users from Ecuador and the conceptual model was tested with a confirmatory factor analysis (CFA) and structural equation modelling (SEM). The results showed that for there to be acceptance of mobile advertising and user intention to use mobile payment, companies must work to build trust in the mobile user. Recipients of messages from companies must feel that the advertising is useful and there must be a positive attitude on their part. This study provides valuable information for marketers and advertisers to understand how mobile advertising acceptance contributes to boost the use of mobile payment.
Keywords: mobile devices; mobile advertising; user attitude; mobile trust; mobile payment; acceptance of mobile advertising; mobile marketing strategy.
International Journal of Technology Marketing, 2021 Vol.15 No.1, pp.66 - 81
Received: 24 Dec 2019
Accepted: 10 Jan 2021
Published online: 27 Jul 2021 *