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An exploratory study on the adoption of mobile advertising in China
Department of Computer and Information Science, Norwegian University of Science and Technology, Trondheim, Norway.ORCID iD: 0000-0002-3722-6797
School of Business Administration, Zhongnan University of Economics and Law, Wuhan, China.
2014 (English)In: Information Systems Development: Transforming Organisations and Society Through Information Systems - Proceedings of the 23rd International Conference on Information Systems Development, ISD 2014, Varaždin, Croatia: University of Zagreb, Faculty of Organization and Informatics Varazdin , 2014, p. 250-257Conference paper, Published paper (Refereed)
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 attitude toward mobile advertising. Therefore, this research aims to investigate the factors which influence consumers' adoption of mobile advertising. Based on literature review from previous research, a research model was proposed. This research model was empirically evaluated using survey data collected from 302 receivers of mobile advertising. According to the analytical results of our study, consumers' attitude toward mobile advertising and incentives explain about 80% of consumers' intention to receive mobile advertisements. Besides, entertainment, credibility, personalization and irritation all have direct effects on consumers' toward mobile advertising, and the effect from entertainment is quite strong. Furthermore, both theoretical and practical implications of this study are discussed.

Place, publisher, year, edition, pages
Varaždin, Croatia: University of Zagreb, Faculty of Organization and Informatics Varazdin , 2014. p. 250-257
Keywords [en]
Consumers' attitude, Credibility, Entertainment, Incentives, Irritation, Mobile advertising, Personalization, Mobile devices, Personalizations, Marketing
National Category
Information Systems, Social aspects
Identifiers
URN: urn:nbn:se:oru:diva-62280Scopus ID: 2-s2.0-84923684352ISBN: 9789536071432 (print)OAI: oai:DiVA.org:oru-62280DiVA, id: diva2:1156182
Conference
23rd International Conference on Information Systems Development (ISD 2014), Varazdin, Croatia, September 2-4, 2014
Available from: 2017-11-10 Created: 2017-11-10 Last updated: 2017-11-13Bibliographically approved

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Gao, Shang

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf