Exploring Factors Affecting Consumer Intention to Use Mobile Advertising in Taiwan

Mobile advertising refers to advertisements delivered through a mobile device. The present research employs variables adapted from the Extended Technology Acceptance Model (TAM2) and examines how social influence and past adoption behavior influence consumer intention to use mobile advertising among college students in Taiwan. The paper also examines the relationship between consumer attitudes toward and intention to use mobile advertising. The research used a survey method to investigate consumer attitudes toward mobile advertising among 468 college students in Taiwan. Empirical data from several regression analyses demonstrated consistent relationships between attitudes toward using mobile commerce, and attitudes toward and intention to use mobile advertising. As predicted in TAM2, social influence processes significantly influenced consumer attitudes toward using mobile commerce. Furthermore, their attitudes toward using mobile commerce also affect consumer attitudes toward and intention to use mobile advertising. The above findings reveal important factors that predict consumer attitudes toward and intention to use mobile advertising. Theoretical and practical implications are discussed. (C) 2007 by The Haworth Press, Inc. All rights reserved