英文摘要 |
The study discusses the determinant effects of advertising content (informativeness/entertainment/irritation/credibility) on mobile advertising value, and consumer adoption intention regarding three Mobile Advertising type including permission advertising, incentive advertising and location-based adverting. The research results find: (1) In permission advertising, factors including informativeness, entertainment and credibility positively affect advertising value; (2) In incentive advertising content, only credibility positively affect advertising value; (3) In location-based advertising, only entertainment and credibility positively affect advertising values; (4) Mobile advertising value positively affects consumer adoption intention; and finally (5) Perceived privacy protection, in comparison to advertising value, positively affects consumer adoption intention regarding location-based mobile ads. The study results can be referenced by scholars, firms and mobile advertising firms. |