Impact of trust and perceived content of advertisement on intention to accept mobile advertisement

2016 Third International Conference on Digital Information Processing, Data Mining, and Wireless Communications (DIPDMWC) Pub Date : 2016-07-06 DOI:10.1109/DIPDMWC.2016.7529381

S. Jafari, H. Taghavi, Mozhgan Yeganeh Daryakenari, Shirin Shahbazi

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引用次数: 1

Abstract

A very new issue in current age of marketing is mobile advertisement to which there is a little recognition on its effectiveness. Ignoring users' interests and needs as well as sending huge volume of mobile advertisements leads into wasting advertisement investment. Firms should utilize different strategies to design and send mobile advertisement. The developed model for this study considers affecting factors on intention to accept mobile advertisements by consumers. To test the research model, the data from a sample of 436 mobile users was gathered by judgment sampling method via questionnaire. Data analysis was conducted by structural equation modeling (SEM) in AMOS software. Results indicate that user's trust, entertainment, informativeness and ground determine 54% of changes in attitude toward accepting mobile advertisement. Additionally, trust in the third party has remarkable indirect impact on intention to accept this kind of advertisements.

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信任和感知广告内容对接受移动广告意愿的影响

移动广告是当今营销时代的一个新问题，但人们对其有效性的认识却很少。忽视用户的兴趣和需求，大量发送移动广告，导致广告投资浪费。公司应该利用不同的策略来设计和发送移动广告。本研究开发的模型考虑了消费者接受移动广告意愿的影响因素。为了检验研究模型，采用问卷调查的判断抽样方法，对436名移动用户样本进行数据收集。在AMOS软件中采用结构方程模型(SEM)进行数据分析。结果表明，用户的信任度、娱乐性、信息性和地域性决定了54%的移动广告接受态度的变化。此外，对第三方的信任对此类广告的接受意愿有显著的间接影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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2016 Third International Conference on Digital Information Processing, Data Mining, and Wireless Communications (DIPDMWC)

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