User needs for location-aware mobile services
Personal and Ubiquitous Computing
Wireless Commerce: Marketing Issues and Possibilities
HICSS '01 Proceedings of the 34th Annual Hawaii International Conference on System Sciences ( HICSS-34)-Volume 9 - Volume 9
Ad-me: Wireless Advertising Adapted to the User Location, Device and Emotions
HICSS '04 Proceedings of the Proceedings of the 37th Annual Hawaii International Conference on System Sciences (HICSS'04) - Track 9 - Volume 9
User experiences on combining location sensitive mobile phone applications and multimedia messaging
Proceedings of the 3rd international conference on Mobile and ubiquitous multimedia
Contextual Perceived Usefulness? Toward an Understanding of Mobile Commerce Acceptance
ICMB '05 Proceedings of the International Conference on Mobile Business
Content relevance and delivery time of SMS advertising
International Journal of Mobile Communications
A cross-culture study on older adults' information technology acceptance
International Journal of Mobile Communications
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Interactivity and context-awareness are two salient features of mobile advertising, but their actual influences on advertising effectiveness have not been studied. This study attempts to understand expectations and concerns of Chinese mobile users hold for context aware advertising, and to investigate the influences of interactivity and context-awareness. A web-based survey and an experiment were conducted for the two purposes respectively. Results suggested that Chinese users generally hold a modestly positive attitude towards context aware advertisements; advertisements adapt to physical environment, geographic context, and purchasing history are desired; young people are more open to context aware advertisements. Their major concerns were irrelevant messages and information flood. The interaction between perceived interactivity and context awareness has a big effect on advertising effectiveness. For high interactivity advertisements, contextual offers of the advertisements result in more responses and better advertisement attitude. But for low interactivity advertisements, contextual offers incur more negative attitude and lead to lower purchase intention.