Consumers Perceptions and Acceptances Towards Mobile Advertising: An Empirical Study in China

This research presents an integrated model for explores consumer's perceptions and acceptances towards mobile advertising based short message service via an empirical study. 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, and task-technology fit theory. It does this by adding an innovation-related construct, task-related construct and a construct of permission to the UTAUT. Data from China tested using the structural equation modeling approach. The results indicate consumers' general attitudes and the factors that will determine consumer acceptance of mobile advertise.