Full metadata record
| DC Field | Value | Language |
|---|---|---|
| dc.contributor | Department of Management and Marketing | en_US |
| dc.creator | Wong, Man-ting Mandy | - |
| dc.identifier.uri | https://theses.lib.polyu.edu.hk/handle/200/5921 | - |
| dc.language | English | en_US |
| dc.publisher | Hong Kong Polytechnic University | - |
| dc.rights | All rights reserved | en_US |
| dc.title | Consumers' attitude towards mobile advertising | en_US |
| dcterms.abstract | Mobile advertising has become popular in the world, especially in Asia due to its special features: ubiquity, personalization time-sensitivity and interactivity. Short Message System (SMS) has been generally used in mobile advertising. To investigate consumer behavior in mobile advertising, theory of reasoned action (TRA) (Ajzen and Fishbein, 1980; Fishbein and Ajzen 1975) is employed in this study. TRA proposes that a person's behavior is guided by intention, which is a function of subjective norm and attitude, in which beliefs will form his or her attitude. Based on TRA model, the aim of this study is to investigate the behavioral intention to receive and read mobile advertisements, with attitude serving as the mediator. This study also examines the underlying factors which affect the attitude, including opt-in and opt-out permission, ubiquity and personalization. Survey data was collected from 781 mobile phone users in Hong Kong. The data shows that mobile phone users hold unfavorable attitude towards and intention to SMS advertisements. Informativeness, entertainment, credibility, irritation, ubiquity and opt-out permission have significant effects on attitude and entertainment exhibits the strongest effect on attitude among the beliefs. Attitude is the major mediator between belief dimensions and behavioral intention. | en_US |
| dcterms.extent | vii, 263 leaves : ill. ; 30 cm. | en_US |
| dcterms.isPartOf | PolyU Electronic Theses | en_US |
| dcterms.issued | 2010 | en_US |
| dcterms.educationalLevel | All Master | en_US |
| dcterms.educationalLevel | M.Phil. | en_US |
| dcterms.LCSH | Hong Kong Polytechnic University -- Dissertations | en_US |
| dcterms.LCSH | Cellular telephone advertising | en_US |
| dcterms.accessRights | open access | en_US |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| b23926247.pdf | For All Users | 2.97 MB | Adobe PDF | View/Open |
Copyright Undertaking
As a bona fide Library user, I declare that:
- I will abide by the rules and legal ordinances governing copyright regarding the use of the Database.
- I will use the Database for the purpose of my research or private study only and not for circulation or further reproduction or any other purpose.
- I agree to indemnify and hold the University harmless from and against any loss, damage, cost, liability or expenses arising from copyright infringement or unauthorized usage.
By downloading any item(s) listed above, you acknowledge that you have read and understood the copyright undertaking as stated above, and agree to be bound by all of its terms.
Please use this identifier to cite or link to this item:
https://theses.lib.polyu.edu.hk/handle/200/5921