Predicting Chinese young consumers’ acceptance of mobile advertising: a structural equation modeling approach

Abstract

A survey of Chinese college students was conducted in May and June 2009 to test a model of mobile advertising developed by Merisavo and associates in 2007 in which five factors (utility, context, control, sacrifice, and trust) predict consumer acceptance of mobile advertising. A structural equation modeling was employed to fit the model to survey data from 422 completed usable questionnaires. Generally, the model achieved a reasonable fit with significant standardized regression coefficients on utility, control, sacrifice, and trust. Context seems not to be an important factor while control is a negative predictor. The model cannot be directly transplanted to China, and future research is needed to develop a comprehensive model of Chinese consumers’ acceptance of mobile advertising. Implications for Chinese and global mobile marketers are discussed.

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