Title: User perception, intention, and attitude on mobile advertising

Authors: Ching-Wen Lin; Yen-Chung Hsu; Ching-Yi Lin

Addresses: Department of Business Administration, CTBC Financial Management College, No. 600, Section 3, Taijiang Blvd, Annan District, Tainan 709, Taiwan ' Department of Applied Economics and Management, National Ilan University, No. 1, Section 1, Shen-Lung Road, I-Lan, Ilan 260, Taiwan ' Graduate Institute of International Business Administration, Chinese Culture University, 55, Hwa-Kang Road, Yang-Ming-Shan, Taipei 11114, Taiwan

Abstract: In recent years, due to the rapid development of mobile devices and mobile internet usage, users can access wireless networks to browse information anytime, anywhere. The advertising industry can perform marketing through mobile advertising, and diversity can effectively improve the attractiveness of such advertising. According to the research findings, perceived usefulness, irritation, and credibility were major factors affecting the reuse intention of mobile advertising. Moreover, users should be encouraged to trust mobile advertising and also believe that getting mobile advertising is useful. Coupled with the advantage brought by its low cost, mobile advertising will be a major marketing method. It was expected that the findings could be a reference for the mobile advertising industry in the design of mobile advertising.

Keywords: advertising evaluation; mobile advertising; SEM; structural equation modelling; TAM; technology acceptance model; user perceptions; user intentions; use attitudes; m-advertising; perceived usefulness; irritation; credibility; reuse intention; trust.

DOI: 10.1504/IJMC.2017.080580

International Journal of Mobile Communications, 2017 Vol.15 No.1, pp.104 - 117

Accepted: 24 Apr 2016
Published online: 13 Nov 2016 *

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