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.