Mobile Advertising Acceptance and Strategy

The purpose of this paper is to develop a conceptual model to examine the influence of four antecedent factors(informativeness, entertainment, privacy risk, and irritation) on consumers’ perceived value and attitude toward mobile advertising, and to investigate customers’ willingness to accept advertising through their mobile phones. It is also to investigate the role of advertising involvement. A total of 245 questionnaires were collected from mobile consumers in Korea, some questionnaires were eliminated due to missing data, resulting in a final sample of 238 respondents. The main findings are as follows. First, the four hypotheses concerning the impact of entertainment, informativeness, privacy risk, and irritation on advertising value are supported. As expected, entertainment and informativeness of mobile advertising are positively related to advertising value. On the contrary, privacy risk and irritation negatively influence advertising value. Second, the results of the model showed that entertainment and irritation significantly influence mobile advertising attitude. However, informativeness and privacy risk do not have effects on mobile advertising attitude. Third, the positive linkage between satisfaction, brand trust, and brand loyalty in the mobile phone users is identified. Lastly, the study analyzes the moderating effects of advertising involvement in the relationships between advertising value, advertising attitude, and advertising attitude and advertising acceptance.