An Empirical Study of What Drives Consumers to Use Mobile Advertising in China

Xiangying Shen · Huaping Chen

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Technology Adoption and User Behaviour Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

Based on the theory of planned behavior, this paper builds an integrated research model to explore the factors that influencing consumer intention of using mobile advertising in China. Some variables from technology acceptance model and the theory of attitude toward Internet advertising are added in the research model. A survey is developed in several universities, and the structural equitation modeling technique is used to examine the model. The result shows that "informativeness", "entertainment" and "credibility" of the advertising information are the most important factors that influencing the consumers' acceptance of mobile advertising. Existing knowledge, perceived usefulness and perceived ease of use also have positive effect on consumers' usage intention. Perceived risk and irritation of the advertising information have negative effect on consumers' usage intention.

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1991The theory of planned behavior 1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 1988On the Evaluation of Structural Equation Models 1981Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics 2001Nature and Operation of Attitudes 1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context 2004Toward an understanding of the behavioral intention to use mobile banking

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2011Understanding receptivity to interruptions in mobile human-computer interaction

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