The Study On The Impact Of The Interactivity Of Mobile Advertising On Consumer Attitudes Based On TAM Model

With the rapid development of communication technology, mobile media as the "fifth media" has more and more attention from businesses and organizations, the mobile advertising not only has rapid growth in market share, but also in many forms, from the initial SMS advertising up to the APP advertising, handset two-dimensional code advertising,mirco-chat or mirco-blogging advertising and other forms, the diversity of mobile advertising shows broad prospects for development. How to grasp the technology marketing opportunity and make great use of mobile advertising in mobile media platform has become a problem of concern,and consumer’s attitude toward mobile advertising has become the key factor to the effect of marketing. So from the interactivity of mobile advertising study the impact on consumer attitudes is very necessary.The effect of mobile phone advertising marketing is not satisfactory,even caused a certain degree of consumer’s disgusting. This article is based on the mature 3G or 4G technology and the development of mobile hardware, select interactivity as essential feature of mobile advertising,from the active control, two-way communication and synchronization as three dimension, analysis the interactivity of mobile advertising. Through the questionnaire survey, the impact of the interactivity of mobile advertising on consumer attitudes is verified, and combining the TAM model, discusses the intermediary from PU and PEOU, provides thetheoretical basis for the enterprise to make better use of mobile advertising marketing.This paper first defines the concept of mobile advertising, and clear the interactivity is essential feature, then has carried on the literature review and summary with the mobile advertising and interactivity theory, consumer attitudes theory and TAM model theory. Secondly combining with the TAM model construct the model, on the basis of this puts forward the research hypothesis. Thirdly, using the method of questionnaire survey collects survey data, using SPSS21.0 and AMOS21.0 for data analysis, the empirical results show: 1. The three dimensions of mobile advertising interactive have different effect on PU and PEOU; 2. PU, PEOU and consumer attitudes are positively correlated;3. The three dimensions of mobile advertising interactive and consumer attitudes are positively correlated; 4. PU and PEOU have different intermediary effect. Fourth, based on the empirical results, puts forward suggestions from the three dimensions of mobile advertising interactive.Finally summarizes the main conclusion of this article, illustrates the deficiency of this study and the future development direction.