Consumer Attitudes toward Mobile Advertising: An Empirical Investigation among China Users

Mobile advertising represents a significant development in advertising. Despite the potential of mobile advertising, consumer attitude towards mobile advertising is a major obstacle in its adoption and development. The focus of this research is to develop a framework to identify the factors influencing consumer attitude toward mobile advertising. We test the model through an empirical investigation using structural equation modeling techniques. User data collected from the survey are used to set the prior hypothesis. Firstly the results suggest that the entertainment, information and personalization have a significant positive influence on the attitudes toward mobile advertising. secondly there is also a positive and direct influence of interactivity on customer attitude.