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Antecedents of Consumer Acceptance of Mobile Television Advertising

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  • Yann Truong

    (ESC Rennes School of Business, France)

Abstract

Through a questionnaire survey, this study identifies and investigates seven antecedents of consumer acceptance of mobile TV advertising. Negative factors include intrusiveness, lack of trust in the advertiser, and excessive frequency; positive influences include enjoyment, originality, value, and relevance. The study proposes and validates two measurement models of these antecedents and provides insights into the most influential factors of consumer acceptance. Excessive frequency of advertisements and lack of trust in the advertiser present the two largest obstacles to consumer acceptance of this medium, while the entertainment aspects of advertising offer the major positive factors in gaining acceptance. The study recommends that mobile TV advertising stakeholders focus on achieving appropriate frequency, overcoming lack of trust in the advertiser, and providing enjoyment and originality, as these are the largest contributors to higher consumer acceptance.

Suggested Citation

  • Yann Truong, 2011. "Antecedents of Consumer Acceptance of Mobile Television Advertising," International Journal of Technology and Human Interaction (IJTHI), IGI Global, vol. 7(3), pages 70-83, July.
    • Handle: RePEc:igg:jthi00:v:7:y:2011:i:3:p:70-83
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    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/jthi.2011070105
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    Cited by:

    1. Truong, Yann, 2013. "A cross-country study of consumer innovativeness and technological service innovation," Journal of Retailing and Consumer Services, Elsevier, vol. 20(1), pages 130-137.

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