Attitude toward M-Advertising, Perceived Intrusiveness, Perceived Ad-Clutter and Behavioral Consequences: A Preliminary Study

摘要

Mobile-marketing raises a great from practitioners. It represents a new, concise, effective and direct way to contact consumers in order to make commercial offers or simply to enhance relational quality. Although a vast majority of consumers in modern societies possess and use mobile, concrete practices can be observed that can impede the development of m-advertisement. In particular, deletion of advertising sms constitutes significant pitfalls for advertisers. The present study examines consumers' attitude toward m-advertising, perceived intrusiveness and ad-clutter and their behavioural consequences. The results indicate a clear impact of attitude and perceived ad-clutter on the rejection or acceptation of mobile ads.