Consumers' responses to mobile advertising: A normative social behavior perspective
Abstract
As mobile technology continues to diffuse, the numbers of mobile subscribers continue to grow. With a high penetration of mobile subscribers in the United States, the mobile phone and network is promptly becoming a feasible marketing channel as mobile phones facilitate the exposure to mobile technology. The purpose of this study was to examine whether social norms and perceptions of mobile advertising play any role in predicting consumers' responses to mobile advertising. The study used a questionnaire survey method to measure mobile users' attitudes, perceptions and adoption intention of mobile advertising. A total of 300 college students from a large southwestern public university were recruited to participate in this study. The study demonstrated that social norms and misperceptions predicted perceived usefulness (PU) and perceived ease of use (PEOU) of mobile advertising. The study also found that PU predicted attitude towards mobile advertising, whereas PEOU did not predict attitude towards mobile advertising. Lastly attitude towards mobile advertising significantly predicted the intention to adopt mobile advertising. Keywords: Mobile Advertising, Social Norms, Technology Acceptance Model, Questionnaire Survey Method
Subject Area
Marketing|Mass communications
Recommended Citation
Soroa-Koury, Sandra, "Consumers' responses to mobile advertising: A normative social behavior perspective" (2008). ETD Collection for University of Texas, El Paso. AAI1453834.
https://scholarworks.utep.edu/dissertations/AAI1453834