Title: Factors influencing consumers' willingness to accept mobile advertising: a conceptual model

Authors: Matti Leppaniemi, Heikki Karjaluoto

Addresses: Faculty of Economics and Business Administration, P.O. Box 4600, FIN-90014, University of Oulu, Finland. ' Faculty of Economics and Business Administration, P.O. Box 4600, FIN-90014, University of Oulu, Finland

Abstract: The purpose of the present study is to build a conceptual model of consumers| willingness to accept mobile advertising. First, the study investigates factors that influence the acceptance of mobile advertising from both industry|s and consumers| point of view. Second, based on a review of previous studies in the field, the authors propose a conceptual model of consumers| willingness to accept mobile advertising. The model, based on four research hypotheses, indicates that consumers| willingness to receive mobile advertisements to handsets is mainly driven by four factors: role of mobile medium in marketing mix; development of technology; one-to-one marketing medium; regulatory. The findings provide several conceptual and managerial insights into the role of mobile advertising today and in the near future.

Keywords: conceptual model; mobile advertising; mobile technology; regulatory; privacy; consumer acceptance; mobile communications.

DOI: 10.1504/IJMC.2005.006580

International Journal of Mobile Communications, 2005 Vol.3 No.3, pp.197 - 213

Available online: 22 Mar 2005 *

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