Audience Research On The Short Message Service Advertising

In recent years, SMS advertising as a common, effective new advertising modelbecome more and more popular over the world. Along with the rapid growth of mobilephone users, SMS advertising market potential is also in constant expansion. As a formof advertising, SMS advertising has experienced a long time, but compared totraditional media advertising, audience acceptance of SMS advertising is still low.Therefore, this research is particularly important. I hope this research can offersome good suggestions for the mobile marketing, and lay a good foundation on the newadvertising model and3G era of mobile phone.This research uses college students in Changsha university city as the investigatesample, based on the predecessors’ research and roadside interviews, collected factorswhich can affect the acceptance of SMS advertising. There are eleven factors: attitudecredibility、 harmony、 complexity、 compatibility、 social effect、 communicationenvironment、selectivity、individual innovativeness、customization and behavioralintention. Then analysis these factors by questionnaire, software EXCEL and SPSS17.0were used in the research.The result showed that the students are present negative attitude towards SMSadvertising right now. Audience psychology and behavior analysis based on theattitude and behavioral intention, then analysis factors which can affect the acceptanceof SMS advertising, credibility、harmony、complexity、compatibility、social effect、communication environment in relation to attitude, attitude、selectivity、social effect、individual innovativeness、customization in relation to behavioral intention. Finally, amore effective way to improve the audience’s attitude provided in this research.