移动营销:基于短信息服务的消费者接受实证研究被引量：6

An Empirical Study on Consumers Perception and Acceptance towards Mobile Advertising in China

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摘要作为一种新的广告和信息交流的途径,手机短信服务现已经普遍应用。在已有文献提出技术接受研究模型及其它相关理论研究的基础上,探讨消费者对于移动广告的态度和接受源技术接受和使用整合模型,创新扩散理论,任务技术匹配理论的整合模型,并进行实证研究。运用结构方程模型方法对调查数据进行分析,揭示消费者对于移动营销的整体态度,以及影响消费者接受的主要因素。 By creating a new channel for advertising and information communicating, short message service is the ＂ killer application＂ of mobile technology in China. Based on an assessment of the existing literature regarding the technology acceptance model and other theories, the current research presents an integrated model for exploring consumer＇s perception and acceptance towards mobile advertising by means of short message service. A research framework for measuring acceptances toward mobile advertising is developed from the theory of the Unified Theory of Acceptance and Use of Technology （ UTAUT）, Innovation Diffusion Theory （ IDT）, and Task - Technology Fit theory （ TTF）. It also proposes innovation - related model （＂ personal Innovativeness＂）, task - related model （＂ perceived Task - Technology Fit＂） and the UTAUT permission model. The paper analyzes the sampled data with the structural equation modeling approach. The results indicate consumers＇general attitudes toward mobile advertising and the factors that will determine consumer acceptance.

作者何德华鲁耀武

机构地区华中农业大学经管学院华中科技大学管理学院

出处《商业研究》 CSSCI 北大核心 2009年第4期127-131,共5页 Commercial Research

基金国家社科基金:移动商务应用模式和发展对策研究项目编号:06BJY101 国家自然科学基金重点项目:移动商务的基础理论与技术方法研究项目编号:70731001 湖北省重点人文社科研究基地-现代信息管理研究中心资助

关键词移动营销移动广告技术接受结构方程模型 mobile marketing mobile advertisement technology acceptance structural equation model

分类号 F724.6 [经济管理—产业经济]

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