The Importance of Personalization in Affecting Consumer Attitudes toward Mobile Advertising in China

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with host publication)peer-review

View graph of relations

Author(s)

Related Research Unit(s)

Detail(s)

Original languageEnglish
Title of host publicationACIS 2005 Proceedings
PublisherAssociation for Information Systems (AIS)
Publication statusPublished - 2005

Conference

Title16th Australasian Conference on Information Systems, ACIS 2005
PlaceAustralia
CitySydney, NSW
Period29 November - 2 December 2005

Abstract

Empowered by the Web’s interactive and quick-response capabilities, mobile marketing is a very promising direct marketing channel. The present research investigates consumer attitudes toward mobile advertising in China. The results of a survey indicate that (1) consumers in China generally have slightly negative attitudes toward receiving mobile advertising (2) there is a direct relationship between consumer attitudes and consumer intention in receiving mobile advertising. (3) Personalization plays an important role in affecting consumers’ attitude toward receiving mobile advertising. Thus the designers and marketers should better strategize their advertising designs by considering the personalization factor. 

Research Area(s)

  • Mobile advertising, consumer attitude, personalization

Citation Format(s)

The Importance of Personalization in Affecting Consumer Attitudes toward Mobile Advertising in China. / XU, David Jingjun; LIAO, Stephen; TANG, Heng.
ACIS 2005 Proceedings. Association for Information Systems (AIS), 2005. 99.

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with host publication)peer-review