Exploring factors affecting consumer intention to use mobile advertising in Taiwan

Journal of International Consumer Marketing

Volumn 20, Issue 1, 2007, Pages 33-49

  Yang, Kenneth C C ^a,b  

^a UNIVERSITY OF TEXAS AT EL PASO   (United States)

^b Quinn Hall 208 ^*

Author keywords

Extended technology acceptance model (TAM2); Mobile advertising; Survey method; Taiwan; Technology cluster

Indexed keywords

EID: 34548494145     PISSN: 08961530     EISSN: 15287068     Source Type: Journal    
DOI: 10.1300/J046v20n01_04     Document Type: Article

References (53)

1. Ajzen, I. (1991). The theory of planned behavior. Organization Behavior and Human Decision Process, 50, 179-211.
2. Barnes, S. J. (2002). The mobile commerce value chain: Analysis and future Developments. International Journal of Information Management, 22, 91-10.
3. Barwise, P., & Strong, C. (2002, Winter). Permissionbased mobile advertising. Journal of Interactive Marketing, 16(1), 14-24.
4. Business Editors, High-Tech Editors. (2005, September 13). Third screen media joins forces with crisp wireless to create mobile promotions management suite; mobile content and advertising present new revenue opportunities. Business Wire. Retrieved from http://0-web.lexis-nexis.com.lib.utep.edu/ universe/document?_m=8fd34b4532bdc30d453fl6b560141119&_docnum=2&wchp= dGLbV1b-zSk.VA&_md5=a71cd1 4a4c1.2b08a94d0dad1257bd32e
5. Cadden, C. (2005, September 1.4). Wireless phone ad has promise. In-Stat. Retrieved from http://www.instat.com/press.asp?S.ku= IN0502096MCM&ID=1441
6. Cauley, L. (2005, August 10). New Sprint Nextel will focus on 3rd screen: Execs see cellphones as cuttingedge frontier. USA Today. Retrieved from http://news.com.com/2044-12_3-0.html?company=Nextel%20Communications
7. Coursaris, C., & Hassanein, K. (2002). Understanding M-commerce: A consumer-centric Model. Quarterly Journal of Electronic Commerce, 3(3), 247-271.
8. Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technologies. MIS Quarterly, 13(2), 319-340.
9. Dano, M. (2002, November 18). Coke, Toyota, McDonald's test mobile advertising. RCR Wireless News, 21(46), 8.
10. DuFrene, D. D., Engelland, B. T., Lehman, C. M., & Pearson, R. A. (2005, Spring). Changes in consumer attitudes resulting from participation in a permission e-mail campaign. Journal of Current Issues and Research in Advertising, 27(1), 65-75.
11. Ducoffe, R. H. (1996). How consumers assess the value of advertising. Journal of Current Issues and Research in Advertising, 17(1), 1-18.
12. Eastin, M. S. (2002). Diffusion of e-commerce: An analysis of the adoption of four e-commerce activities. Telematics and Informatics, 19, 251-267.
13. Edwards, S. M. (2005). Moving targets: The importance of mobile advertising. Paper presented, at the American Academy of Advertising 2005 Annual Conference, Houston, TX.
14. Find. (2004, October 7). Penetration of cellular phone and user demographics in Taiwan, 2003. Retrieved from, http://www.nnd.org.tw/0105/ howmany/howmany_disp.asp?id=88
15. Fishbein, M., & Ajzen, I. (1975). Beliefs, Attitudes, Intention, and Behavior: An Introduction of Theory and Research. Reading, MA: Addison-Wesley.
16. Gatignon, H., & Robertson, T.S. (1985). A prepositional inventory for new diffusion Research. Journal of Consumer Research, 11, 849-67.
17. Gunsaekaran, A., & Ngai, E. (2003). Special issue on mobile commerce: Strategies, technologies and applications. Decision Support Systems, 35, 187-188.
18. Horton, R. P., Buck, T., Waterson, P.E., & Clegg, C.W. (2001). Explaining intranet use with the technology acceptance model. Journal of Information Technology, 16, 237-249.
19. Kavassalis, P., Spyropoulou, N., Drossos, D., Mitrokostas, E., Gikas, G., & Hatzistamatiou, A. (2003). Mobile permission marketing: Framing the market inquiry. International Journal of Electronic Commerce, 5(1), 55-79.
20. Kent, R., & Brandal, H. (2003). Improving email response in a permission marketing context. International Journal of Market Research, 45(4), 489-503.
21. Kim, K. H., & Moon, H. I. (2005). Ubiquitous marketing in the mobile age. Paper presented at the American Academy of Advertising 2005 Annual Conference, Houston, TX.
22. Knol, W. H., & Stroeken, J. H. M. (2001). The diffusion and adoption of information technology in small-and mediums-zed enterprises through IT scenarios. Technology Analysis & Strategic Management, 13(2), 227-246.
23. Koprowski, G. J. (2005, April 8). Wireless world: Mobile-phone ads growing. U.P.I. Retrieved from http://0-web.lexis-nexis.com.lib.utep.edu/ universe/document?_m=423f84cbae0234a55fd583ecfe914340&_docnum=32&wchp= dGLbV1b-zSk.VA&_md5=9fb20c3fd1942240420a646d3ca2266f
24. Kraemer, K. L., Gurbaxani, V., & King. J. L. (1992). Economic development, government policy, and the diffusion of computing in Asia-Pacific countries. Public Administrative Review, 52(2), 146-156.
25. Legris, P., Ingham, J., & Collerette, P. (2003). Why do people use information technology? A critical review of the technology acceptance model. Information and Management, 40, 191-204.
26. Leppaniemi, M., & Karjaluoto, H. (2005). Factors influencing consumers' willingness to accept mobile advertising: A conceptual model. International Journal of Mobile Communications, 3(3), 1-1.
27. Leung, L. (2001). College student motives for chatting on. ICQ. New Media & Society, 3(4), 483-500.
28. Li, H.R., Edwards, S. M., & Lee, J. H. (2002). Measuring the intrusiveness of advertisements: Scale development and validation. Journal of Advertising, 31(2), 37-47.
29. Lightner, N. J., Yenisey, M. M., Ozok, A. A., & Salvendy, G. (2002). Shopping behavior and preferences in e-commerce of Turkish and American university students: Implications from cross-cultural design. Behaviour & Information Technology, 2/(6), 373-385.
30. Lin, C.A.(2003). An. Interactive Communication Technology adoption model. Communication Theory, 345-365.
31. Matti, L., & Heikii, K. (2005). Factors. International Journal of Mobile Communications, 3(3), 1.
32. Marek, S. (2006, March 1). The dangers of mobile advertising. Wireless Week, p. 8.
33. Marketing Week. (2001, September 27). Mobile ad industry survey. Marketing Week, 24(33), p. 56.
34. Mehta, A. (2000). Advertising attitudes and advertising effectiveness. Journal of Advertising Research, 40(3), 67-71.
35. Menezes, B. (2003, May 1). Youth proves sometimes elusive for wireless marketing. Wireless Week, 18-19.
36. Mobile Marketing Association. (2006, February 21). 89% of major brands planning to market via mobile phones by 2008; mobile marketing to accelerate with more than half of brands planning to spend up to 25 % of marketing budget. Business Wire. Retrieved on April 8, 2006, from, http://mmaglobal.com/ modules/wfsection/article.php?articleid=297
37. New Media Age. (2005a, July 14). Mobile web initiative voices concern over mobile ad. costs. New Media Age, p. 4.
38. New Media Age. (2005b, June 30). Mobile video ads start to follow traditional advertising methods. New Media Age, p. 2.
39. Okazaki, S. (2005). Mobile advertising adoption by multinationals: Senior executives' initial responses. Internet Research, 15(2), 160-180.
40. Olson, J. R., & Boyer, K. K. (2003). Factors influencing the utilization of Internet purchasing in. small organizations. Journal of Operations Management, 21(2), 225-245.
41. Pijpers, G. G. M., Bemelmans, T. M.A., Heemstra, F. J., & van. Montfort, K.A.G.M. (2001). Senior executives' use of information technology. Information and Software Technology, 43, 959-971.
42. Pfeffer, J. (1981) Power in organization. Ballinger, Cambridge, MA.
43. Rogers, E. M. (1995). Diffusion of Innovations (4th ed.). New York: The Free Press.
44. Schlosser, Ann E., Shavitt, Sharon, & Kanfer, Alaina. (1999). Survey of Internet users' attitudes toward Internet advertising. Journal of Interactive Marketing, 13(3), 34-54.
45. Smith, B. (2006, March 1). Mobile commerce hits the big time. Wireless Week, pp. 10-11.
46. Speck, P. S. and Elliot, M. T. (1997). Predictors of advertising avoidance in print and broadcast media. Journal of Advertising, 26(3), 61-76.
47. Spurgeon, C. (2005, Spring). Losers and lovers: Mobile phone services advertising and the new media consumer/producer. Journal of Interactive Advertising, 5(2). Retrieved from http://www.jiad.org/vol5/no2/spurgeon/
48. Tsang, M. M., Ho, S.-C., & Liang, T.-P. (2004, Spring). Consumer attitudes toward mobile advertising: An empirical study. International Journal of Electronic Commerce, 8(3), 65-78.
49. United Press International. (2006, April 7). Record U.S. wireless subscriptions in 2005. United Press International. Retrieved on April 7, 2006, from http://www.upi.com/Hi-Tech/view.php?StoryID=20060406-104033-1190r
50. Venkatesh, V., & Davis, F.D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management Science, 46(2), 186-204.
51. Wejnert, B. (2002). Integrating models of diffusion, of innovations: A conceptual framework. Annual Review Sociology, 28, 297-326.
52. Wireless Week (2004, April 15). Buying numbers, p. 30.
53. Wright, J. (2001, October 18). Mobile advertising still gets a mixed reception. Marketing Week, 16.