Mobile commerce: framework, applications and networking support
Mobile Networks and Applications
Data Communications and Computer Networks: Business Users Approach
Data Communications and Computer Networks: Business Users Approach
Investigating wireless web adoption patterns in the U.S.
Communications of the ACM - The digital society
Consumer Attitudes Toward Mobile Advertising: An Empirical Study
International Journal of Electronic Commerce
International Journal of Technology and Human Interaction
Harnessing social dynamics through persuasive technology to promote healthier lifestyle
Computers in Human Behavior
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A two-stage approach is employed in order to examine the influencing factors of consumer behaviors in the context of mobile advertising. The first stage of the study evaluates the correlation relationship of consumer motives for receiving mobile advertising and their attitudes toward mobile advertising. It also investigates the relationship between consumer intentions for receiving advertisements on their cellular phones and their subsequent actions once the mobile advertising was received. A negative sentiment was revealed by cellular phone users toward mobile advertising, a signal that current practices of mobile advertising are ineffective and require a careful reevaluation on the part of mobile commerce firms. The second stage of the research validates a Fishbein and Ajzen's Theory of Reasoned Action model. It is found that positive actions on the received advertisements are significantly influenced by strong intentions; strong intentions are influenced significantly by favorable attitudes, and favorable attitudes are influenced significantly by strong motives. Implications for e-commerce application developers and marketers are discussed.