Factors Driving the Effectiveness of M-advertising Communication: An Empirical Study of Extended TAM

• Main Authors: Li-Wen Huang, 黃莉雯
• Other Authors: Hsin-Hsin Chang
• Format: Others
• Language: en_US
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/38825916612601178977

碩士 === 國立成功大學 === 企業管理學系碩博士班 === 95 === The rapid development of mobile technology makes advertisers increasingly take use of mobile devices (such as mobile phone and personal digital assistant, PDA) to deliver advertising messages and services. Mobile advertising communication is regarded a potential advertising channel. This study extended Technology Acceptance Model (TAM) and generalized four constructs (interactivity, perceived utility, perceived usefulness and perceived ease of use) to examine their effects on M-advertising effectiveness. A total of 256 responses having ever used m-advertising communication were collected through an online web survey. Data were primarily analyzed by means of structure equation model (SEM). Results indicate that (1) interactivity doesn’t significantly affect advertising effectiveness on mobile advertising communication (attitude to use intention); (2) perceived utility, perceived usefulness and perceived ease of use have significant and positive relationships on advertising effectiveness, and perceived ease of use have also significant influence on perceived usefulness. Based on these empirical results, this paper suggests managerial implications of new marketing strategies, focusing on different consumers’ purposes, needs and usage situation in the future.