Consumer adoption of mobile advertising: An empirical investigation among China users

Mobile advertising offer great opportunities for enterprises. Understanding user adoption of mobile advertising become important in explaining mobile advertising growing at an exponential rate in these years. The purpose of this study was to analyze factors possibly affecting user adoption of mobile advertising. This paper proposed a model for analyzing mobile advertising adoption of Chinese users. The analysis is based on a consumer survey. This paper tests the proposed model through a questionnaire survey involving 298 mobile phone users in China. The results indicate consumer attitude is mainly affected by Perceived usefulness and Perceived ease of use. It is also found that Perceived usefulness, subjective norm and consumer attitude are vital for consumer adoption. The findings provide useful suggestions and implications for academics and businesses.