Predicting Consumers' Willingness To Accept Mobile Advertising: A Conceptual Model

With the coming of 3G era,Mobile advertising(M-advertising) market's prospects is increasing significant in China.Accoroding to Google predicting in 2010,M-adversing rates will be more than Internet advertising retes.It indicates the prospects of M-advertising is huge,not disregardfully.While relevant laws and regulations should be improved to ensure the healthy development of China's M-advertising economy. This missing of law has lead to the misusing of M-advertising of the minority or even a higher expected risk for the development of this industry. All these are not conducive to the future development of M-advertising and call for the concern of the authority and the academia. In this way, the related empirical studies will have significant practical value and theoretical meaning for the development of M-advertising.Firstly, this study learns from the model of the attitude of the Internet advertising.This article applys the questionnaire survey method to collecte the data. Using SPSS 17.0 to test the questionnaire reliability and validity.Structural equation modeling (SEM) is used for hypothesis testing. The following results are verified:the entertainment, credibility and personalization aspects of M-advertising messages have a positive impact towards the attitude of the users, and the irritation aspect of it is negative,the information aspect of it is not significant.Attitude to the M-advertising is positive significantly to the action and the intention of the users which can be used to predict the behavioral intention of the users in using the mobile advertising.Secondly, the paper in-depth analysis is uses to discover the personalized aspects of M-advertising which has an influence to the attitude of the users to the M-advertising. Concerning the related research of Pro.Stephen Shaoyi, this study, with the film industry as an example, analyze the personalized factors that inluence the attitude of the users. The real condition of the users in using the mobile phone and the M-advertising as well as the preferences of the users can be comprehended through the questionnaire survey. The collected data is processed and a detailed description is given in the article. The reliability, validity of the questionnaire and the data processing can explain the component of personalization is the important factors to the users.Finally, Since the attitude can well predict the behavior of users willingness,and the factors of affecting user attitude are numerous.Therefor, this part bases on the social norms theory and the technology acceptance model from the aspect of Information Technology application and establish the research model to analyze the behavior of the users in use the mobile advertising.It is an important supplement to the attitude model.Simultaneously,it learns the user experiences of explanaiton from Venkatesh and Davis.The paper is exploring the moderating effects of user experiences to help further understanding the effects of the perceived psychologic.The results show that user experiences have an effect on the perceived characters to some extent and the attitude of the users play a significant positive effect to the intention of behavior.It is always predicting the intention of behavior well.These will have a significance of guidance in promoting the M-advertising industry.