An integration of trust, content, and TAM in mobile advertising acceptance

• Main Authors: Chun-yu Yeh, 葉純妤
• Other Authors: Ing-long Wu
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/34931522423184418620

碩士 === 國立中正大學 === 資訊管理所 === 96 === Because of the rapid development of information technology and the popularization of mobile devices, mobile advertising becomes a new marketing media and is regarded a potential marketing channel. But in fact the success or failure of mobile advertising is rely on consumers’ response. Only consumers have high acceptance of mobile advertising can further to expand mobile advertising. This research is from consumers'' view and combine two aspect of technology and non-technology. On the technological aspect is based on the Technology Acceptance Model (TAM), On the non-technological aspect is based on the Model of Attitudes Toward Web Advertising, and in accordance with the relevant research in the past to construct the model of this research. With media’s attribute (interactive, convenience, Usability), message content (personalization, entertainment, informativeness, irritation), and trust to conduct an empirical analysis to understand which factors will affect the consumers’ attitude toward mobile advertising, consumers’ attitude toward mobile advertising and intention to acceptance. Data were obtained through internet survey aimed at people who have mobile devices. A total of 691 useful responses were retrieved. The study used structural equation modeling (SEM) to analyze the samples. The result of this research found interactive, usability, entertainment, informativeness, irritation and trust have significantly affect on mobile advertising attitude. Consumers’ attitude also has significant and positive relationships on mobile advertising acceptance. Practitioners may use the findings to design marketing programs with mobile ads and also have implications for researchers.