The Influence of Personalization in Affecting Consumer Attitudes toward Mobile Advertising in China

The high penetration rate of mobile phones has resulted in the increasing use of handheld devices to conduct mobile commerce. Mobile advertising, a very important class of mobile commerce applications, is a very promising direct marketing channel empowered by the Web's interactive and quick-res...

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Bibliographic Details
Published in:The Journal of computer information systems 2006-12, Vol.47 (2), p.9-19
Main Author: Xu, David Jingjun
Format: Article
Language:English
Subjects:
Advertising media
attitude
Cellular telephones
Consumer attitudes
Consumers
Correlation analysis
Culture
Customer relationship management
Customization
Design
Designers
Direct marketing
Distribution channels
Economic reform
Growth rate
Internet
Marketing
Mobile advertising
Mobile commerce
personalization
Service introduction
Studies
Text messaging
Wireless networks
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Summary:The high penetration rate of mobile phones has resulted in the increasing use of handheld devices to conduct mobile commerce. Mobile advertising, a very important class of mobile commerce applications, is a very promising direct marketing channel empowered by the Web's interactive and quick-response capabilities. Short Messaging Services, in particular, have been very successful. The present research investigates the factors that will affect consumer attitudes toward mobile advertising in China with particular emphasis on personalization. The results of a survey indicate that (1) there is a direct relationship between consumer attitudes and consumer intentions and (2) personalization is one of the most important factors in affecting consumers' attitude toward mobile advertising, particularly for female users. Thus the designers and marketers should effectively strategize their advertising designs by considering the personalization factor.
ISSN:0887-4417
2380-2057
DOI:10.1080/08874417.2007.11645949