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An empirical examination of users’ adoption of mobile advertising in China
School of Business Administration, Zhongnan University of Economics and Law, Wuhan, China.ORCID iD: 0000-0002-3722-6797
School of Business Administration, Zhongnan University of Economics and Law, Wuhan, China.
2016 (English)In: Information Development, ISSN 0266-6669, E-ISSN 1741-6469, Vol. 32, no 2, 203-215 p.Article in journal (Refereed) Published
Abstract [en]

With the development of mobile technology, mobile advertising has become popular worldwide. It seems that almost every user who owns a mobile device receives mobile advertisements from various service providers. However, most consumers hold negative attitudes towards mobile advertising. This research aims to investigate the factors which influence consumers’ adoption of mobile advertising. Based on a literature review from previous research, a research model is proposed. This research model is empirically evaluated using survey data collected from 302 receivers of mobile advertising in China. Consumers’ attitudes toward mobile advertising and incentives explain about 80 percent of consumers’ intention to receive mobile advertisements. In addition, entertainment, credibility, personalization and irritation all have direct effects on consumers’ attitudes toward mobile advertising; the effect of entertainment is quite strong. Both theoretical and practical implications of this research are discussed.

Place, publisher, year, edition, pages
Sage Publications, 2016. Vol. 32, no 2, 203-215 p.
Keyword [en]
mobile advertising, entertainment, credibility, irritation, personalization, incentives, consumers’ attitudes, China
National Category
Information Studies
URN: urn:nbn:se:oru:diva-53150DOI: 10.1177/0266666914550113ISI: 000369969800008OAI: oai:DiVA.org:oru-53150DiVA: diva2:1039192
Available from: 2016-10-21 Created: 2016-10-21 Last updated: 2016-10-27Bibliographically approved

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