Research into Consumers’ User Acceptance Willingness of Mobile Advertising

Zhong He (), Xia Chen and Ting-jie Lv
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Zhong He: Beijing University of Posts and Telecommunications
Xia Chen: Beijing University of Posts and Telecommunications
Ting-jie Lv: Beijing University of Posts and Telecommunications

Chapter Chapter 126 in The 19th International Conference on Industrial Engineering and Engineering Management, 2013, pp 1201-1208 from Springer

Abstract: Abstract Mobile internet is being used by countless people. But how to design the applications after all can make customers accept it more easily? In various mobile internet applications, mobile advertisement is facing rapid development trends and various inevitable problems, and becomes a typical mobile internet application. So it is necessary to carry out a deep research into its user acceptance willingness. Based on the discussion of definition, characteristics, types and business model of mobile advertisements, this paper establishes a consumer acceptance model with UTAUT as the base model, and an empirical study is given as well.

Keywords: Mobile internet; Mobile advertising; UTAUT; SEM (search for similar items in EconPapers)
Date: 2013
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DOI: 10.1007/978-3-642-38442-4_126

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