Online Journal of Communication and Media Technologies

Smart Choice: Smartphone Users’ Intentions to Accept Mobile Advertising
  • Article Type: Research Article
  • Online Journal of Communication and Media Technologies, 2013 - Volume 3 Issue 2, pp. 187-202
  • Published Online: 24 Apr 2013
  • Article Views: 81 | Article Download: 34
  • Open Access Full Text (PDF)
AMA 10th edition
In-text citation: (1), (2), (3), etc.
Reference: Jung J, Sung Y, Lee W. Smart Choice: Smartphone Users’ Intentions to Accept Mobile Advertising. Online Journal of Communication and Media Technologies. 2013;3(2), 187-202.
APA 6th edition
In-text citation: (Jung et al., 2013)
Reference: Jung, J., Sung, Y., & Lee, W. (2013). Smart Choice: Smartphone Users’ Intentions to Accept Mobile Advertising. Online Journal of Communication and Media Technologies, 3(2), 187-202.
Chicago
In-text citation: (Jung et al., 2013)
Reference: Jung, Jong-Hyuok, Yonjung Sung, and Wei-Na Lee. "Smart Choice: Smartphone Users’ Intentions to Accept Mobile Advertising". Online Journal of Communication and Media Technologies 2013 3 no. 2 (2013): 187-202.
Harvard
In-text citation: (Jung et al., 2013)
Reference: Jung, J., Sung, Y., and Lee, W. (2013). Smart Choice: Smartphone Users’ Intentions to Accept Mobile Advertising. Online Journal of Communication and Media Technologies, 3(2), pp. 187-202.
MLA
In-text citation: (Jung et al., 2013)
Reference: Jung, Jong-Hyuok et al. "Smart Choice: Smartphone Users’ Intentions to Accept Mobile Advertising". Online Journal of Communication and Media Technologies, vol. 3, no. 2, 2013, pp. 187-202.
Vancouver
In-text citation: (1), (2), (3), etc.
Reference: Jung J, Sung Y, Lee W. Smart Choice: Smartphone Users’ Intentions to Accept Mobile Advertising. Online Journal of Communication and Media Technologies. 2013;3(2):187-202.

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.

References

---

License

This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.