Consumer Evaluations of Mobile Advertising- A Study on Short-Message-Service Advertisements

摘要

Short-message-service (SMS) is one of the most important formats of mobile advertising. In 2006, nearly 70% of global mobile advertising spending was on SMS. Using structural equation modeling with the maximum likelihood estimation method, this study examined young Chinese consumers' evaluations of SMS advertising. Results showed that Chinese consumers had favorable attitudes towards both the utilitarian and hedonic aspects of SMS advertising. However, consumers' utilitarian attitudes towards SMS advertising had a significantly positive effect on their acceptance of SMS ads, but the hedonic attitudes did not. Furthermore, this study found that consumer skepticism about advertising in general significantly attenuated the positive effect of utilitarian attitudes on consumer acceptance of SMS ads. Implications for mobile advertising and future studies are discussed.