| In this paper, we focus on the recent launch technology of mobile advertisement based on context-aware. We introduce some factors we suppose will affect the users’ attitude toward the technology and then affect their adoption to the technology. Then we use empirical means to prove that our assumptions are of great value. Entertainment, irritation, perceived usefulness, accuracy, proficiency do have effects on users’ attitude towards mobile advertisement based on context-aware.Then we use game theory to study the trust issue after users’ adoption of the technology and suggest the advertising platform to take some specific actions to keep the service healthy and booming.Finally we analyze the proper business model for the new kind of technology and give suggestion to the advertising platform to serve both users and advertisers to keep balance of both sides and make the platform profitable. |
PDF Full Text Request