Proceedings of Global Business and Social Science Research Conference
11 - 13 May 2015, Grand Mirage Hotel, Bali, Indonesia, ISBN: 978-1-922069-75-7
What Drive Mobile Advertising Acceptance: An Empirical
Analysis
Chung-Lin Doung1
Because of the rapid development of information technology and the popularization of mobile
devices, mobile advertising becomes a new marketing media and is regarded a potential
marketing channel. But in fact the success or failure of mobile advertising is rely on consumers’
response. Only consumers have high acceptance of mobile advertising can further to expand
mobile advertising.
This research is from consumers' view and combine two aspect of technology and non-technology.
The technological aspect is based on the Technology Acceptance Model (TAM), on the other hand,
the non-technological aspect is based on the Model of Attitudes Toward Web Advertising. Our
research model was constructed according to the relevant research in the past studies. With
media’s attribute (interactive, convenience, Usability), message content (personalization,
entertainment, informativeness, irritation), and trust to conduct an empirical analysis to
understand which factors will affect the consumers’ attitude toward mobile advertising, consumers’
attitude toward mobile advertising and intention to acceptance.
Data were obtained through internet survey aimed at people who have mobile devices. A total of
691 useful responses were retrieved. The study used structural equation modeling (SEM) to
analyze the samples. The result of this research found interactive, usability, entertainment,
informativeness, irritation and trust have significantly effect on mobile advertising attitude.
Consumers’ attitude also has significant and positive relationships on mobile advertising
acceptance.
Practitioners may use the findings to design marketing programs with mobile ads and also have
implications for researchers.
Keywords: Technology Acceptance Model, Trust, Media’s Attribute, Message Content,
Purchase Intention, Mobil Advertising Attitude.
Track: Marketing – Consumer Behavior
1
Chung-Lin Doung is a Ph. D. candidate at business administration, National Chengchi University, Taiwan.
e-mail: linoscar@ms38.hinet.net. Telephone number:886-937458697
Mailing address: No.64, Sec. 2, Zhinan Rd., Wenshan Dist., Taipei City 116, Taiwan (R.O.C.), National
Chengchi University, Business Administration.