User perception, intention, and attitude on mobile advertising. (2017)

• Record Type: Journal Article
• Authors: Lin, Ching-Wen; Hsu, Yen-Chung; Lin, Ching-Yi
• Is Part Of: International journal of mobile communications. Volume 15:Number 1(2017)
• Page Start: 104
• Page End: 117
• Publication Date: 2017
• Subjects: advertising evaluation -- mobile advertising -- SEM -- structural equation modelling -- TAM -- technology acceptance model -- user perceptions -- user intentions -- use attitudes -- m-advertising -- perceived usefulness -- irritation -- credibility -- reuse intention -- trust; Mobile communication systems -- Periodicals; Wireless communication systems -- Periodicals; 384.53
• Languages: English
• ISSNs: 1470-949X

Abstract

In recent years, due to the rapid development of mobile devices and mobile internet usage, users can access wireless networks to browse information anytime, anywhere. The advertising industry can perform marketing through mobile advertising, and diversity can effectively improve the attractiveness of such advertising. According to the research findings, perceived usefulness, irritation, and credibility were major factors affecting the reuse intention of mobile advertising. Moreover, users should be encouraged to trust mobile advertising and also believe that getting mobile advertising is useful. Coupled with the advantage brought by its low cost, mobile advertising will be a major marketing method. It was expected that the findings could be a reference for the mobile advertising industry in the design of mobile advertising.