The Influence of Content and Trust on Consumers’ Intention to Accept Mobile Advertisements

The Influence of Content and Trust on Consumers’ Intention to Accept Mobile Advertisements

Mika Westerlund (Helsinki School of Economics, Finland), Risto Rajala (Helsinki School of Economics, Finland), Tuure Tuunanen (The University of Auckland, New Zealand) and Jari Salo (University of Oulu, Finland)
DOI: 10.4018/978-1-60960-607-7.ch010
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Abstract

A new model for investigating consumers’ behavioral intention in mobile advertising is developed and related to mobile marketing theory and practice. Hypotheses are tested about the hierarchical structure and the effects of the factors that precede consumers’ acceptance of mobile advertisement. The results suggest that attractive content and trust in advertisers are key predictors of mobile device users’ behavioral intention towards mobile advertising. The findings lead to a modification and extension of Fishbein’s behavioral intention model and its application in the research on advertising effectiveness.
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Theory And Hypotheses

The literature suggests that intention towards action is the best predictor of individuals’ behavior (e.g., Fishbein and Ajzen, 1975). Behavioral intention measures the strength of consumers’ conscious plans to perform the target behavior, such as consumers’ acceptance of mobile advertising. Nantel and Sekhavat (2008) argue that the content of marketing messages significantly influence the behavioral intentions evoked by mobile advertisement. They further include the concepts of credibility and trust in the advertiser as important dimensions of the source of these messages. Thus, content and trust need further investigation as the key determinants of consumers’ perception on mobile advertising.

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