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

By David Jingjun Xu. Journal of Computational Information Systems, 2006

368 citations recorded by the source corpus.

The high penetration rate of mobile phones has resulted in the increasing use of handheld devices to conduct mobile commerce. Mobile advertising, a very important class of mobile commerce applications, is a very promising direct marketing channel empowered by the Web's interactive and quick-response capabilities. Short Messaging Services, in particular, have been very successful. The present research investigates the factors that will affect consumer attitudes toward mobile advertising in China with particular emphasis on personalization. The results of a survey indicate that (1) there is a direct relationship between consumer attitudes and consumer intentions and (2) personalization is one of the most important factors in affecting consumers' attitude toward mobile advertising, particularly for female users. Thus the designers and marketers should effectively strategize their advertising designs by considering the personalization factor.

Subfields: Information Systems and Management, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/837be4f5ed4ab76797812d6c4bfef133d0d7db00

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Citations in the corpus

Consumer attitudes towards Instagram advertisements in Egypt: The role of the perceived advertising value and personalization (2019, methodology): “Entertainment of advertisements was measured using three items adapted from Tsang et al. (2004) and Xu (2006).”
Attitudes towards Mobile Advertising – A Research to Determine the Differences between the Attitudes of Youth and Adults (2011, background): “messages via mobile devices through wireless networks based on factors such as demographic information of consumers [17].”
Why smartphone advertising attracts customers: A model of Web advertising, flow, and personalization (2014, methodology): “…in various contexts such as the Web (Choi & Rifon, 2002; Ducoffe, 1995; Wang & Sun, 2010) and feature phone advertisements (Blanco et al., 2010; Chowdhury, Parvin, Weitenberner, & Becker, 2010; Liu et al., 2012; Standing et al., 2005; Tsang et al., 2004; Xu, 2006; Yang, 2007; Ünal et al., 2011).”
Stay Away From Me (2012, background): “Xu (2006) suggests that the personalization of content is the most effective way to prevent mobile advertising from being perceived as intrusive and irritating.”