Determinants Of Consumers’Attitude Towards Mobile Advertising

Mobile advertising is a new form of advertisement via wireless communication networks which delivers the information to the mobile phones, tablet personal computers and other mobile devices to achieve the effectiveness of advertising. Wireless communication technology has developed quickly. The enrichment of mobile terminal equipments and propriety of the number of mobile phone users lay a solid foundation for the mobile advertising. Nevertheless, it should be noticed that the mobile advertising is still in infancy in China. And the spam messages stalk through the mobile advertising provoke the users’ boycott toward the mobile advertising. Therefore, this thesis will study factors that influencing consumers’ attitude towards mobile advertising in order to provide some practical guidance for mobile advertising practitioners.Drawing on the motivation theory, this study examines the factors that influence individuals’attitude towards m-advertising. We identify timeliness, localization and personalization of the advertisement message as the antecedents of extrinsic motivation, while consumer innovativeness and perceived enjoyment as antecedents of intrinsic motivation. The conceptual model is tested by using Structural Equation Modeling. The results show that intrinsic and extrinsic motivation mediates the effects of characteristics of the advertisement message on mobile phone users’ attitude toward mobile advertising.