Attitude towards Mobile Advertising and Mobile Web Information Acquisition Behaviour: Perspectives from the Advertising Value, Credibility and Self-efficacy

DOI

10.2991/icmess-17.2017.88How to use a DOI?

Keywords

mobile advertising; advertising value; credibility; mobile advertising usage behavior; self-efficacy

Abstract

Mobile e-commerce is booming in China, of which mobile advertising is one of the key applications. Despite the rapid growth, the effect of mobile advertising is generally considered poor because of the low click rate and and low users' information acquisition rate about products and services. The purpose of this paper is to explore the formation of customers' attitude towards mobile advertising (ATMA) and the further impact exerted by customers' attitude and self-efficacy on their mobile web information acquisition behavior. The survey data collection was conducted and the partial least squares (PLS) structured equation modelling (SEM) was employed to verify the research model. The results show that perceived informativeness, perceived entertainment and credibility were significant predictors of ATMA, but on which the effect of perceived irritation is not significant. ATMA was found to be a significant positive predictor of mobile advertising usage for getting information on which the effect of self-efficacy on is weaker. The paper theoretically extends the current body of knowledge on mobile advertising by exploring the impact of ATMA and self-efficacy on consumers' mobile web information acquisition behavior and practically contributes influential factors for effective advertising to marketers and advertisers.

Copyright

© 2017, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Ling Qin
AU  - Hong Yan
PY  - 2017/06
DA  - 2017/06
TI  - Attitude towards Mobile Advertising and Mobile Web Information Acquisition Behaviour: Perspectives from the Advertising Value, Credibility and Self-efficacy
BT  - Proceedings of the 2017 International Conference on Management, Education and Social Science (ICMESS 2017)
PB  - Atlantis Press
SP  - 373
EP  - 378
SN  - 2352-5398
UR  - https://doi.org/10.2991/icmess-17.2017.88
DO  - 10.2991/icmess-17.2017.88
ID  - Qin2017/06
ER  -