期刊名称：Online Journal of Communication and Media Technologies
电子版ISSN：1986-3497
出版年度：2013
卷号：3
期号：2
页码：187-202
出版社：Online Journal of Communication and Media Technologies
摘要：This study explores motivations that influence smartphone users’ intentions to accept mobile advertising. In order to accomplish this research objective, the relationships among various factors identified from past literature were tested via online survey. The empirical findings from the current study suggest that a consumer’s attitude toward mobile advertising from his or her previous experience is the most powerful predictor of intention to accept mobile advertising on smartphones. In addition, consumer perception of the smartphone as a device that is compatible with an individual’s lifestyle and the social benefits of using a smartphone predict intention to accept mobile advertising among smartphone users.
关键词：Smartphone; Mobile advertising; Innovation Diffusion Theory
