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International Conference on Engineering and Business Management (EBM 2010 PAPERBACK)

Chengdu,China,China,3.24-3.26,2010

ISBN: 978-1-935068-05-1 Scientific Research Publishing, USA

Paperback 6066pp Pub. Date: March 2010

Category: Engineering

Price: $280

Title: Exploring Factors Affecting Consumer Adoption of Mobile Advertising in China
Source: International Conference on Engineering and Business Management (EBM 2010 PAPERBACK) (pp 5570-5573)
Author(s): Shuang Xiao, School of Business,Jianghan University, Wuhan, P.R.China, 430056 ;School of Information Management, Wuhan University, Wuhan, P.R.China, 430072
Jiabao LIN, School of Management, Huazhong University of Science and Technology, Wuhan, P.R.China, 430074
Abstract: Abstract: Mobile advertising is an important source of revenue for mobile operators in the future. User acceptance of mobile advertising is of very important. Consequently, a deeper analysis of consumer adoption of mobile advertising is required to better understanding mobile advertising growing at an exponential rate in these years. As mobile advertising has distinctive features such as personalization and limited information, using extant models for predicting consumer adoption of mobile advertising may be inadequate. The aim of paper is to explore factors affecting consumer adoption of mobile advertising in china. Integrating permission/social influence/facilitating conditions into an extension of technology acceptance model, we proposed a model of acceptance of mobile advertising. Constructs affecting consumer adoption behavior are discussed and twelve propositions are made. Empirical testing of this proposed model is expected in future research using survey instrument.
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