104 Int. J. Mobile Communications, Vol. 15, No.

1, 2017

User perception, intention, and attitude on mobile

advertising

Ching-Wen Lin
Department of Business Administration,
CTBC Financial Management College,
No. 600, Section 3, Taijiang Blvd, Annan District,
Tainan 709, Taiwan
Email: lincw@ctbc.edu.tw
Email: cw.ilovetoto@gmail.com

Yen-Chung Hsu
Department of Applied Economics and Management,
National Ilan University,
No. 1, Section 1, Shen-Lung Road,
I-Lan, Ilan 260, Taiwan
Email: YenChung0928@gmail.com

Ching-Yi Lin*
Graduate Institute of International Business Administration,
Chinese Culture University,
55, Hwa-Kang Road, Yang-Ming-Shan,
Taipei 11114, Taiwan
Email: cigaw2000@gmail.com
*Corresponding author

Abstract: In recent years, due to the rapid development of mobile devices and
mobile internet usage, users can access wireless networks to browse
information anytime, anywhere. The advertising industry can perform
marketing through mobile advertising, and diversity can effectively improve
the attractiveness of such advertising. According to the research findings,
perceived usefulness, irritation, and credibility were major factors affecting the
reuse intention of mobile advertising. Moreover, users should be encouraged to
trust mobile advertising and also believe that getting mobile advertising is
useful. Coupled with the advantage brought by its low cost, mobile advertising
will be a major marketing method. It was expected that the findings could be a
reference for the mobile advertising industry in the design of mobile
advertising.

Keywords: advertising evaluation; mobile advertising; SEM; structural

equation modelling; TAM; technology acceptance model.

Reference to this paper should be made as follows: Lin, C-W., Hsu, Y-C. and
Lin, C-Y. (2017) ‘User perception, intention, and attitude on mobile
advertising’, Int. J. Mobile Communications, Vol. 15, No. 1, pp.104–117.

Copyright © 2017 Inderscience Enterprises Ltd.

 Perception, intention, and attitude 105

Biographical notes: Ching-Wen Lin is the Professor in the Department of

Business Administration, CTBC Financial Management College, Taiwan. She
received a PhD from Nova Southeastern University and an MS from the
University of Illinois. Her recent publications have appeared in the
International Journal of Electronic Finance, International Journal of
Technology Management, Industrial Management and Data Systems, Total
Quality Management & Business Excellence, International Journal of
Technology Management, and International Journal of Manufacturing
Technology and Management.

Yen-Chung Hsu is a graduate student of Department of Applied Economics and

Management, National Ilan University, Taiwan.

Ching-Yi Lin is a PhD candidate of Graduate Institute of International Business

Administration, Chinese Culture University, Taiwan. She received an MS from
the National Ilan University, Taiwan. Her research interests include mobile
finance, mobile advertising and technology adoption. She has published articles
in International Journal of Mobile Communications, International Journal of
Electronic Finance and others.

1 Introduction

Vallina-Rodriguez et al. (2012) pointed out that mobile phones and tablets can be
considered as the first incarnation of the post-PC era. Chen and Hsieh (2012) proposed
that over the years, newspapers, magazines, TV, and radio have provided one-way media.
Due to the widespread application of the internet, advertising has entered into an
interactive communication mode. Accordingly, mobile phones have become an
advertising and marketing medium that provides a new platform for mobile advertising.
Studies on mobile advertising have been increasing, which suggest that mobile
advertising is becoming increasingly investigated. Bart, Stephen and Sarvary (2014)
indicated that mobile advertising is one of the fastest-growing advertising formats. In
2013, global spending on mobile advertising was approximately $16.7 billion, and it is
expected to exceed $62.8 billion by 2017. The most prevalent type of mobile advertising
is mobile display advertising, which takes the form of banners on mobile web pages and
in mobile applications. Gavilan, Avello and Abril (2014) pointed out that the future of
communication and advertising is mobile. Kim and Lee (2015) stated that the mobile
ecosystem becomes more complex, advertisement marketers are focusing on targeted
marketing to users to maximise the impact of advertising. Mobile advertising businesses
should differ in terms of content and delivery patterns, as to what users want, as well as
how they react to different smart devices and platforms.
Liu et al. (2012) indicated that mobile marketing provides an innovative channel for
transmitting advertising messages to users through mobile devices. Li and Du (2012)
proposed that mobile advertising has grown to become a technology, which allows an
advertiser to promote products or services to targeted users efficiently and effectively.
Mishra and Bisht (2013) stated that telecommunication infrastructure growth, especially
106 C-W. Lin et al.

mobile phone penetration, has created an opportunity for the provision of financial
inclusion. Lin, Lin and Lin (2013) argued that mobile transaction services provide
convenience for individuals. Mobile advertising is interactive, and two-way interaction
between the user and the mobile advertising provider can be realised through mobile
advertising. Users can take the initiative to find the information they need and interact
with the advertising content, and mobile advertising providers can communicate
multimedia information to the users through a network. Such advertising is relatively low
cost and can cover a wide area compared to traditional advertising. Although mobile
advertising is in the development stage, the potential market is huge. Therefore, it is
expected that, in the future, mobile advertising will become a major profit model.
However, current users tend to passively receive mobile advertising content.
Therefore, how to develop personalised mobile advertising based on the needs of the
users is a major challenge to mobile advertising designers. For the mobile advertising
industry, how to attract users to use mobile advertising services and improve the future
revenues of the mobile advertising industry will be a great challenge in the future. Mobile
advertising designers, through their analysis of the users’ browsing records, provide
relevant mobile advertising to meet the needs of the users. This study integrated
advertising evaluation proposed by Ducoffe (1995), the modified advertising evaluation
proposed by Ducoffe (1996), the perceived usefulness (PU) and perceived ease of use
(PE) of the technology acceptance model (TAM), and the perceived risk (PR), as the
main dimension to explore the user intention of mobile advertising. The findings of this
study were expected to help mobile advertising designers learn user demand on
advertising information, so that mobile advertisers would be able to communicate the
right information at the right time and in the right way. Mobile advertising providers
would also be able to design mobile advertising that could be trusted by users and
improve the effectiveness of mobile advertising. This study can increase users’ loyalty in
mobile advertising, mobile advertising industry should prioritise user-friendly mobile
advertising and provide mobile advertising services valued by mobile advertising users.

2 Theoretical background

2.1 Mobile advertising

Advertising messages that use mobile handsets as media are known as mobile
advertising. Fang et al. (2012) defined mobile advertising as any form of marketing,
advertising, or sales promotion activity that is aimed at consumers and is conducted over
a mobile channel. The Mobile Marketing Association (MMA) defines mobile advertising
as a type of advertising that uses mobile phones to communicate advertising content to
users. The common types of mobile advertising include advertising banners on mobile
websites, short messaging service (SMS), and multimedia message service (MMS), etc.
Mobile advertising is mainly communicated in the form of voice message, text message,
and online message. In general, mobile voice advertising refers to the direct sale of
commodities by the mobile advertising industry through voice messages. Mobile
messages refer to sales activities that are performed using SMS, MMS, or e-mail. Yang,
Kim and Yoo (2013) indicated that more experienced consumers consolidate their ability
to distinguish information quality from performance expectations more than
 Perception, intention, and attitude 107

inexperienced users do. Rau et al. (2011) pointed out that the effectiveness of SMS
advertising transmissions will be affected by different times of sending. Advertising
messages that are sent in the afternoon and evening will result in higher purchase
intentions. Repeated exposure to an ad can improve user purchase intention, but it will
cause resentment as well. Rau et al. (2014) indicated that it is better to send fewer than
three mobile advertisements each day. Low time pressure contributes to better mobile
advertisement effectiveness than high time pressure. Xu, Oh and Teo (2009) suggested
that mobile communication and positioning technologies are innovations in the
advertising industry. Multimedia location-based SMS services significantly affect
the intention to use. Although mobile advertising is currently in the development stage,
the potential market is huge. Therefore, this study explored mobile advertising to
learn the impact of mobile advertising on user purchase intention.

2.2 Advertising evaluation

Ducoffe (1996) studied web advertising, and Brackett and Carr (2001) compared web
advertising and other media advertising. These studies were all based on the advertising
evaluation proposed by Ducoffe (1995). Ducoffe (1995) argued that informativeness,
irritation, and entertainment will affect the evaluation of advertising. Brackett and Carr
(2001) argued that informativeness, irritation, entertainment, and credibility will affect
the evaluation of an advertisement. Xu (2006) defined informativeness as an
advertisement being in real time and having useful content. Entertainment is concise and
interesting content that can catch the user’s attention immediately. Irritation is the
negative reaction of the user to uninteresting advertising. Credibility is the user’s
perception of the authenticity and credibility of the advertising. This study explored the
impact of informativeness, irritation, entertainment, and credibility on attitude to
understand the impact on user purchase intention.

2.3 Technology acceptance model

Fishbein and Ajzen (1975) proposed the theory of reasoned action (TRA) to predict
personal behavioural attitude using social psychology. Based on the TRA, Davis (1989)
developed the TAM. Davis (1989) argued that PU and PE are the key factors affecting
the acceptance of new technology in information technology products. Therefore,
exploring the major factors affecting users to accept information technology through the
TAM can further help understand the behaviour of IT users. PU refers to the degree of
which users believe use the technology would improve their performance. PE refers to
the degree of which users believe use the technology would saving time and labour cost.
Soroa-Koury and Yang (2010) pointed out that the attitude of mobile advertising will be
affected by the PU. Wallace and Sheetz (2014) stated that TAM is most clearly related to
adoption, PU, and PE. Gurtner, Reinhardt and Soyez (2014) pointed out that PE and PU
influence the acceptance of mobile business applications. Chow et al. (2012) and
Svendsen et al. (2013) argued that the TAM is the most widely recognised model to
address why users accept or reject technology. Therefore, this study applied the TAM in
the discussion of the impact of mobile advertising on user purchase intention.
108 C-W. Lin et al.

2.4 Perceived risk

Belanche, Casaló and Guinalíu (2012) pointed out that the usability effect on consumer
satisfaction is moderated by the PR. Bruwer, Fong and Saliba (2013) proposed that the
high-PR segment also observes more psychological risk. Watson, McCarthy and Rowle
(2013) indicated that earlier studies in the pre-smartphone era regarded consumers’
negative attitudes towards mobile marketing communications. Kim, Ferrin and Rao
(2008) suggested that PR will affect user purchase decisions. Kim (2014) proposed that
specialist smartphones and applications induce greater trust in advertisements, as well as
an increased purchase intention towards the advertised products, than generalist
smartphones and applications. It thus could be learnt that mobile advertising safety is
related to user privacy, which will affect user trust. Perceived security is an obstacle to
use mobile advertising. Therefore, this study applied the PR dimension in the
measurement of the impact of mobile advertising on user purchase intention.

2.5 Theory of planned behaviour

The theory of planned behaviour (TPB) is mainly utilised rational choice models. And it
has been validated in various situations. Ajzen (1985) pointed out that the TPB is widely
used to predict and understand human behaviour. The most direct determining factor of
taking a specific behaviour is behaviour intention. It is a theoretical framework that
explains user’s decision-making process. TPB argues that behaviour consists of subject
social norms, attitude, and perception. It is mainly used to explore the impact of external
factors on user attitudes and intentions. Ajzen (1991) suggested that the TPB can be used
to predict and explain various behaviours regarding the use of information technology. Li
et al. (2013) proposed that attitude, subjective norm, and perceived behaviour control all
have positive effects on intention. Chen and Tung (2014) pointed out according to the
TPB model, an individual’s performance of a specific behaviour is determined by his or
her behavioural intention to perform the behaviour. Purchase intention is determined by
attitude towards the behaviour, subjective norm, and perceived behavioural control.
User’s attitude has the capability to control the behaviour of users adopting mobile
advertising. Purchase intention is a perception activity that reflects the intention and
intentional plan of a user to accept mobile advertising.

3 Research hypotheses

This study explored the impact of seven dimensions, including informativeness,

entertainment, irritation, credibility, PR, PU, and PE on attitude and purchase intention as
well as their causal relationships. Based on the above, this study proposed the following
eight hypotheses.

3.1 Informativeness, entertainment, irritation, credibility, and attitude

relationships
According to Brackett and Carr (2001) on advertising evaluation, informativeness,
entertainment, irritation, and credibility affect attitude through advertising evaluation.
Tsang, Ho and Liang (2004) and Xu (2006) further pointed out that informativeness,
 Perception, intention, and attitude 109

entertainment, irritation, and credibility can directly affect attitude. Informativeness has
a positive impact on attitude, entertainment has a positive impact on attitude, irritation
has a negative impact on attitude, and credibility has a positive impact on attitude.
Parreño et al. (2013) indicated that entertainment, irritation, and usefulness are key
drivers of teenagers’ attitude towards mobile advertising. According to Tsang, Ho and
Liang (2004) and Xu (2006), this study proposes the following hypotheses:
H1: In mobile advertising, informativeness has a positive impact on attitude.
H2: In mobile advertising, entertainment has a positive impact on attitude.
H3: In mobile advertising, irritation has a negative impact on attitude.
H4: In mobile advertising, credibility has a positive impact on attitude.

3.2 Perceived risk and attitude relationships

Bauer et al. (2005) indicated that PR can directly affect attitude. Chen and Chang (2012)
proposed that PR has a negative impact on attitude. Based on the above, this study
proposes the following hypothesis:
H5: In mobile advertising, PR has a negative impact on attitude.

3.3 Perceived usefulness, perceived ease of use, and attitude relationships

According to the TAM proposed by Davis (1989), PU and PE can directly affect attitude.
PU has a positive impact on attitude, and PE has a positive impact on attitude. Based on
the above, this study proposes the following hypotheses:
H6: In mobile advertising, PU has a positive impact on attitude.
H7: In mobile advertising, PE has a positive impact on attitude.

3.4 Attitude and purchase intention relationships

Many studies have indicated that attitude can directly affect intention. For example, the
TAM by Davis (1989) and advertising evaluation by Tsang, Ho and Liang (2004), and
Xu (2006) have indicated the relationship between attitude and intention. Moreover,
attitude has a positive impact on intention. Hausman and Siekpe (2009) argued that
attitude can affect purchase intention. Izquierdo-Yusta, Olarte-Pascual and Reinares-Lara
(2015) suggested that the proposed causal model of attitudes and intentions towards
mobile advertising highlights potential differences between users of smartphones with
internet capabilities and non-users. Based on the above, this study proposes the following
hypothesis:
H8: In mobile advertising, attitude has a positive impact on purchase intention.
110 C-W. Lin et al.

4 Research method

This study distributed questionnaires to collect data and used structural equation
modelling (SEM) to analyse the impact of mobile advertising on user purchase intention.
This study adopted a questionnaire survey to understand the impact of mobile advertising
on user purchase intention, as the basis for the mobile advertising industry to use in the
promotion and design of mobile advertising and as a reference for the future development
of mobile advertising.

4.1 Research framework

The four factors of advertising evaluation, including informativeness, entertainment,
irritation, and credibility, proposed by Brackett and Carr (2001), were used as the
research framework, and the impact of the four factors on attitude and purchase intention
was analysed. The PU and PE of the TAM proposed by Davis (1989) were additional
dimensions, in addition to the PR proposed by Bauer (1960). Using nine dimensions as
the research framework of this study, it was possible to discuss the causal relationship of
mobile advertising factors.
This study adopted a questionnaire survey to explore the impact of mobile advertising
on user purchase intention. The mobile advertising questionnaire was divided into three
major dimensions, including the advertising evaluation, the TAM, and the PR. The items
in the advertising evaluation dimension included informativeness, entertainment,
irritation, credibility, attitude, and purchase intention, as proposed by Tsang, Ho and
Liang (2004) and Xu (2006). The intention question items of Tsang, Ho and Liang (2004)
and Xu (2006) were modified into purchase intention question items.
The TAM items followed those proposed by Wu and Wang (2005), which were
modified into mobile advertising question items in the PU and PE dimensions. For the PR
question items, this study referred to those proposed by Bauer et al. (2005), and Wu and
Wang (2005), and modified them to become mobile advertising question items to
evaluate user risk perception.
The questionnaire was measured on a Likert 5-point scale ranging from ‘strongly
disagree’ to ‘strongly agree’. Higher scale scores represented that the respondents agreed
more with the question items. This study distributed the questionnaires to smart mobile
phone users. Before the questionnaire survey, the implications of the question items were
explained to the respondents to facilitate their answers. The validity analysis, statistical
analysis, and SEM analysis of the collected mobile advertising user questionnaires were
conducted using SPSS 19.0 and LISREL 8.70 statistical software.

4.2 Structural equation modelling

Xiong, Skitmore and Xia (2015) pointed out that SEM is a versatile multivariate
statistical technique, and applications have been increasing since its introduction in the
1980s. In the research of humanities, latent variables cannot be directly observed;
measurement can only be performed using questionnaires or scales. The data obtained by
these methods are commonly referred to as observed variables. Latent variables are
variables that must be learnt by observation variables. SEM, proposed by Joreskog
(1973), is a statistical method that can test the causal relationship of the observed and
latent variables of a model. SEM consists of a measurement model and SEM analysis.
 Perception, intention, and attitude 111

SEM is an important statistical method used to analyse social and behavioural sciences
by combining factorial analysis and path analysis. SEM does not belong to the
exploratory techniques but rather to confirmatory techniques. Therefore, the relationship
between latent variables should be supported by the research literature. Qureshi and Kang
(2015) proposed SEM is a multivariate, statistical technique and largely employed for
studying relationships between latent variables and observed variables.

5 Research results and analysis

Users with recent experience using mobile advertising services were investigated using a
survey questionnaire. From April to June 2013, a total of 450 questionnaires were
distributed and 389 were recovered, indicating a recovery rate of 86.44%. After
eliminating 30 invalid questionnaires, there were 359 valid questionnaires, and the valid
questionnaire rate was 92.28%.

5.1 Descriptive statistical analysis

The basic personal information questions of the questionnaire in this study included
gender, age, marital status, education, occupation, and monthly income. Regarding
gender, male respondents accounted for 62.5% of the total, while female respondents
accounted for 37.5%. In terms of age, respondents aged 21–30 accounted for 75.6% of
the total, followed by respondents aged below 20, who accounted for 18.1%. The results
suggested that most of the questionnaire respondents were young. That most respondents
had received mobile advertising through a network community, and that only 1.9% of the
respondents had not received mobile advertising.

5.2 Confirmatory factor analysis

Confirmatory factor analysis is a maximum likelihood robust method. Fornell and
Larcker (1981) suggested that the standard factorial loading should be above 0.5. The
standard factorial loadings of the questionnaire items in this study were all above 0.7,
suggesting that the questionnaire items and dimensions were highly correlated. The
construct reliability of this study was greater than 0.7, and thus was in line with
standards, suggesting the internal consistency of the dimensions, as shown in Table 1.
The average variance extraction of this study was above 0.5, and thus was in line with
standards, suggesting that the questionnaire items could represent the dimensions. The
average variance extractions of the dimensions were greater than the squares of the
correlation coefficients of various dimensions, indicating that the study had good
discriminant validity, as shown in Table 2. This study used the χ2 test (χ2 value/degrees
of freedom), the goodness of fit index (GFI), the root mean square residual (RMR), and
the root mean square error of approximation (RMSEA) to measure the absolute fitness
and also used the norm fitness index (NFI), the non-norm fitness index (NNFI), the
comparative fitness index (CFI), and the incremental fitness index (IFI) to measure the
incremental fitness degree, as shown in Table 3.
112 C-W. Lin et al.

Table 1 Construct reliability

Construct Construct reliability Judgement

Informativeness (IN) 0.78 Good
Entertainment (EN) 0.92 Good
Irritation (IR) 0.84 Good
Credibility (CR) 0.89 Good
Perceived risk (PR) 0.77 Good
Perceived usefulness (PU) 0.89 Good
Perceived ease of use (PE) 0.79 Good
Attitude (AT) 0.89 Good
Intention (IT) 0.93 Good

Table 2 Average variance extraction

Construct Average variance extraction Judgement

Informativeness (IN) 0.62 Good
Entertainment (EN) 0.82 Good
Irritation (IR) 0.65 Good
Credibility (CR) 0.75 Good
Perceived risk (PR) 0.55 Good
Perceived usefulness (PU) 0.66 Good
Perceived ease of use (PE) 0.65 Good
Attitude (AT) 0.66 Good
Intention (IT) 0.76 Good

Table 3 Overall model fitness

Type Index Suggested index Statistics Judgement

2
Absolute χ value/degree of freedom <3 2.57 Good
fitness
GFI >0.80 0.83 Good
measurement
index RMR Smaller-the-better 0.055 Good
RMSEA <0.10 0.074 Good
Incremental NFI >0.90 0.97 Good
fitness NNFI >0.90 0.98 Good
measurement
index CFI >0.95 0.98 Good
IFI >0.90 0.98 Good

5.3 Hypothesis verification

SEM evaluation is mainly used to test whether the overall pattern and the collected data
can fit. The absolute goodness of fit means that the overall pattern can be used to predict
the degree of the correlation matrix or co-variables. The added goodness of fit refers to
the comparison of differences between the null model and the theoretical model. In this
 Perception, intention, and attitude 113

study, the absolute goodness of fit values and the added goodness of fit values were all in
compliance with the recommendations, indicating a good fit of the overall pattern and the
collected data.
A total of eight hypotheses were tested using the SEM results. The results indicated
that, except for the first and the fifth hypotheses, the hypotheses were all confirmed. The
latent variables’ SEM results are summarised in Table 4, and the final model chart was
integrated as shown in Figure 1.

Table 4 Hypothesis testing in the structural model

Hypothesised Path
Hypotheses Relationship direction coefficient t-Value p-Value R2 Results
H1 IN→AT Positive 0.05 0.73 – 0.92 Not
significant
H2 EN→AT Positive 0.22 3.14 ** Supported
H3 IR→AT Negative −0.28 −5.48 *** Supported
H4 CR→AT Positive 0.23 4.97 *** Supported
H5 PR→AT Negative 0.07 1.84 – Not
significant
H6 PU→AT Positive 0.30 5.54 *** Supported
H7 PE→AT Positive 0.11 2.69 ** Supported
H8 AT→PI Positive 0.94 16.57 *** 0.88 Supported
*p < 0.05, **p < 0.01, ***p < 0.001
Source: Neyman and Pearson, 1933

Figure 1 Results of structural equation model

114 C-W. Lin et al.

6 Discussion and implications

The mobile phone penetration rate has gradually increased, and mobile phones have
become an integral part of people’s lives. The advertising industry is focusing on mobile
phones as a medium for commercial purposes to produce new advertising platforms.
Because of the relatively low cost of mobile advertising, it is advantageous as compared
to other forms of advertising. Moreover, due to the development of smartphones and their
increased screen sizes, mobile advertising is no longer confined to the small screens of
the past. Alternatively, mobile devices can act like a computer to present multimedia
animation, thereby making mobile advertising more attractive. As the development of
mobile advertising is not yet perfect, sometimes it fails to attract the users’ attention.
Identifying the main factors that affect the reuse of mobile advertising will not only
contribute to the promotion of mobile advertising and design but also provide a reference
for the future development of mobile advertising.
This study concluded five factors, including irritation, credibility, PU, entertainment,
and PE, which affected user perceptions of mobile advertising, attitude, and purchase
intention. Irritation, credibility, and PU were the most important and influential factors.
First, the mobile advertising industry should particularly note whether users are
disinterested in the mobile advertising. There are many reasons why users may lose
interest, including mobile advertising that is too frequent or that is sent at the wrong time.
Mobile advertising industry must collect useful information to design mobile
advertisement for users at the right time and in the right way. Second, user’s trust in
mobile advertising is also an important factor. Therefore, users should be prevented from
getting viruses when reading mobile advertising. If the content of the mobile advertising
is authentic, users will trust the mobile advertising even more. Third, it should make the
user feel that receiving mobile advertising is useful. Mobile advertising can attract users
for consumption, and mobile advertising coupons can be used directly in the transaction
to purchase goods. Mobile advertising could also make it easier for users to carry out
transactions. Although the degree of influence entertainment and PE was low, it should
be noted. Users should feel that receiving mobile advertising is a pleasant experience.
The design of mobile advertising should focus on user willingness to receive mobile
advertising. Additionally, mobile advertising should be perceived as being easy to use.
The research findings could be a reference to the mobile advertising industry for
design advertising content and delivery patterns. It can help mobile advertising industry
construct mobile advertising platforms that can be trusted and that are required by the
users. By clearly understanding the user requirements of mobile advertising, mobile
advertising industry may notify the directions and focus of improvement for mobile
advertising platforms. If the mobile advertising industry can design mobile advertising
according to the earlier suggestions, it is believed that user purchase intention can be
enhanced. The low-cost advantage and attractiveness of mobile advertising will allow it
to become a mainstream marketing practice.

7 Limitations and future research

The survey questionnaire of this study was designed using SEM. The questionnaire was
simple and the questions were easy to answer; therefore, this study invited users for the
questionnaire survey. It was recommended that questionnaires for invited experts with
 Perception, intention, and attitude 115

more than 8 years of working experience in the mobile advertising industry and in
academia for the questionnaire survey be designed in follow-up studies, in order to make
the study complete.

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