IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-642-38442-4_126.html
   My bibliography  Save this book chapter

Research into Consumers’ User Acceptance Willingness of Mobile Advertising

In: The 19th International Conference on Industrial Engineering and Engineering Management

Author

Listed:
  • Zhong He

    (Beijing University of Posts and Telecommunications)

  • Xia Chen

    (Beijing University of Posts and Telecommunications)

  • Ting-jie Lv

    (Beijing University of Posts and Telecommunications)

Abstract

Mobile internet is being used by countless people. But how to design the applications after all can make customers accept it more easily? In various mobile internet applications, mobile advertisement is facing rapid development trends and various inevitable problems, and becomes a typical mobile internet application. So it is necessary to carry out a deep research into its user acceptance willingness. Based on the discussion of definition, characteristics, types and business model of mobile advertisements, this paper establishes a consumer acceptance model with UTAUT as the base model, and an empirical study is given as well.

Suggested Citation

  • Zhong He & Xia Chen & Ting-jie Lv, 2013. "Research into Consumers’ User Acceptance Willingness of Mobile Advertising," Springer Books, in: Ershi Qi & Jiang Shen & Runliang Dou (ed.), The 19th International Conference on Industrial Engineering and Engineering Management, edition 127, chapter 0, pages 1201-1208, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-38442-4_126
    DOI: 10.1007/978-3-642-38442-4_126
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-642-38442-4_126. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.