| Summary: | 碩士 === 國立臺灣大學 === 資訊管理學研究所 === 95 === The rapid growth and adoption of mobile phone, accompanied with the popularization of SMS and MMS, have created an outstanding opportunity for marketers to explor this new channel of promotional direct marketing without time or location barriers. However, the activitely delivered ads may irritate consumers and individualized mobile ads may lead them to feel that their security of privacy is at risk. Still in an experimental phase, little academic research on this topic and the nature and implications of this new channel are not yet understood fully.
Therefore, we focus on Permission-based mobile advertising and attempt to investigate how consumers perceived value of mobile advertisements and discuss the phenomenon of consumers’ willingness to give permission to receive m-ads. The purposes of this study are: (1) Based on the Theory of Reasoned Action (TRA), we investigate the factors that affect consumers to give a permission to receive m-ads. (2)Using Experimental method, we compare the difference of permission intention between “mass- marketing m-ad” and “member-service m-ad”. (3) To understand whether age and gender will make differences among the factors that influence consumer permission intention toward m-advertising.
This study has proved the validity of TRA for research in the area of m-advertising. The empirical result also indicates that ”mobile service value” has a stronger indirect effect to influence permission attitude through “advertisement content value”. We also find subjects in “member-service m-ad group” have significantly higher permission intention than another group. Gender has no impact, but young age have significantly greater permission attitude and intention than others. Therefore, marketers can target young people as their major customers to develop m-advertising. The paper rounds off with conclusions, implications for marketing practice and directions for future research.
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