Smart Choice: Smartphone Users’ Intentions to Accept Mobile Advertising

Abstract

This study explores motivations that influence smartphone users' intentions to accept mobile advertising. In order to accomplish this research objective, the relationships among various factors identified from past literature were tested via online survey. The empirical findings from the current study suggest that a consumer's attitude toward mobile advertising from his or her previous experience is the most powerful predictor of intention to accept mobile advertising on smartphones. In addition, consumer perception of the smartphone as a device that is compatible with an individual's lifestyle and the social benefits of using a smartphone predict intention to accept mobile advertising among smartphone users.