A Study On Mobile Advertising Consumer Behavioral Intention Based On TAM And TPB

Mobile Internet advertising is the next growth after the Internet advertising, It publishes ads through mobile devices such as mobile phone and PDA, can provide real-time personalized advertising focusing target groups in a special area. Therefore, the mobile service operators, advertisers and mobile terminal equipment manufacturers are concerning about the mobile advertising development. The rapid development and application of wireless communication technology promotes the traditional advertising to the development direction of mobile advertising. With 3G (3rd-generation) era,3G (The Third Generation) mobile communications and multimedia communication of voice combined with a massive mass media information terminals. The rapid spread of mobile Internet and the popularity of traditional advertising has changed the user's information needs and the adoption habits. The users drive mobile phone as a communication platform, where ringtones, MMS, SMS, mobile gaming and other services may be a mass media advertising media. By providing brand ring tones, ring tones products, promotions, ring tones, mobile games and other mobile ad placement, which will rapidly enhance customer loyalty and advertising reach, and provide users with personalized service,and meet customer needs with the maximum level.First, we theoretically analyzed and summarized the collected data, using structural equation model, also validated the traditional theoretical model, then built the theoretical model about consumer attitudes to mobile advertising. Studies found that the entertainment, information and interaction about mobile advertising have important positive effects on consumer attitudes, moreover, the interaction is the most important factor, we also proposed the corresponding suggestions.Second, we studied the impact factors of the mobile advertising interaction, proposed two guidelines on the interactive mobile advertising design. Providing a rich response modes in mobile advertising will let users feel easily to control and select the advertising. Then we proposed the hypothesis on the mobile advertising interactive effects research and constructed the effects model for mobile advertising interaction. The empirical analysis on the model through SPSS and LISREL shows that:Everywhere can significantly positively effect on the interaction of mobile advertising; User control commands could positively affect the interaction of mobile advertising; Interaction perceived can positively effect on the user's attitude towards mobile ad. significantly.Third, proposed the research hypothesis on the motivation about users using mobile advertising, constructed and validated the model about the users intention on mobile advertising based on TAM and TPB. The results show that:the innovation, compatibility have a significant impact on the user-perceived usefulness and ease of use, Convenience and perceived ease of use have a great influence on the perceived usefulness, Perceived usefulness has a significant impact on user's attitude and motivation. Then we proposed corresponding strategies for mobile service operators, advertisers and mobile terminal equipment manufacturers.Last, based on the results of this paper, we proposed the development strategy of mobile advertising in China. Some specific measures for increasing the market share of mobile advertising are brought out. And as a basis for future research, this paper will further enhance the value of the theory and application, and studies the adoption of mobile advertising and its adoption actions so as to more deeply reveals the user behavior of mobile advertising.