Consumer Attitudes Toward Mobile Advertising: An Empirical Study

  • Authors:

  • Melody M. Tsang;Shu-Chun Ho;Ting-Peng Liang

  • Affiliations:

  • Business Development and Marketing Division of Rock Mobile in Taiwan;Information Management at Shu-Te University, Taiwan and Information Management at National Sun Yat-Sen University, Taiwan;Information Systems at National Sun Yat-Sen University in Taiwan

  • Venue:
  • International Journal of Electronic Commerce
  • Year:
  • 2004

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Abstract

The rapid proliferation of mobile phones and other mobile devices has created a new channel for marketing. The use of Short Messaging Service to access customers through their handheld devices is gaining popularity, making the mobile phone the ultimate medium for one-to-one marketing. The present research investigates consumer attitudes toward mobile advertising and the relationship between attitude and behavior. An instrument for measuring attitudes toward mobile advertising is developed. The results of a survey indicate that (1) consumers generally have negative attitudes toward mobile advertising unless they have specifically consented to it, and (2) there is a direct relationship between consumer attitudes and consumer behavior. Thus it is not a good idea to send SMS advertisements to potential customers without prior permission.