Mobile Advertising Acceptance and Strategy

- The Moderating Role of Advertising Involvement

저자 Jaesin Oh
(Authors)

출처 인터넷전자상거래연구 15(2), 2015.4, 29-45 (17 pages)

(Source) The Journal of Internet Electronic Commerce Resarch 15(2), 2015.4, 29-45 (17 pages)

한국인터넷전자상거래학회
발행처
Korea Internet Electrornic Commerce Association
(Publisher)

URL http://www.dbpia.co.kr/Article/NODE06282503

APA Style Jaesin Oh (2015). Mobile Advertising Acceptance and Strategy. 인터넷전자상거래연구, 15(2), 29-
45.

이용정보 Wuhan University

115.156.***.208
(Accessed) 2018/12/09 16:06 (KST)

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The Journal of Internet Electronic Commerce Research
Vol. 15. No. 2 (April), 2015, pp. 29∼45
Korea Internet e-Commerce Association

Mobile Advertising Acceptance and Strategy : The

Moderating Role of Advertising Involvement

Jaesin Oh*

… Abstract …

The purpose of this paper is to develop a conceptual model to examine the influence of
four antecedent factors(informativeness, entertainment, privacy risk, and irritation) on
consumers’ perceived value and attitude toward mobile advertising, and to investigate
customers’ willingness to accept advertising through their mobile phones. It is also to
investigate the role of advertising involvement. A total of 245 questionnaires were
collected from mobile consumers in Korea, some questionnaires were eliminated due to
missing data, resulting in a final sample of 238 respondents.
The main findings are as follows. First, the four hypotheses concerning the impact of
entertainment, informativeness, privacy risk, and irritation on advertising value are
supported. As expected, entertainment and informativeness of mobile advertising are
positively related to advertising value. On the contrary, privacy risk and irritation
negatively influence advertising value. Second, the results of the model showed that
entertainment and irritation significantly influence mobile advertising attitude. However,
informativeness and privacy risk do not have effects on mobile advertising attitude. Third,
the positive linkage between satisfaction, brand trust, and brand loyalty in the mobile
phone users is identified. Lastly, the study analyzes the moderating effects of advertising
involvement in the relationships between advertising value, advertising attitude, and
advertising attitude and advertising acceptance.

Key Words : Marketing Strategy, Mobile Advertising, Advertising Value, Consumer

Attitude, Advertising Acceptance, Advertising Involvement

Received : 2015. 3. 24. Revised : 2015. 4. 21. Accepted : 2015. 4. 22.

* Assistant professor, Department of Hospital Management, International University of Korea

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Ⅰ. Introduction to last year in Korea. Also, it shows 20%

to grows more and exceeds 1 trillion won
Today, the use of mobile phone is in 2015. As a consequence of marketers’
central to the lives of most consumers interest it is anticipated that $20.6 billion
regardless of gender and age. For these will be spent on mobile advertising
consumers, the mobile phone is not only a worldwide by 2015(Gartner, 2011).
personal device used to stay connected Prior research has focused on themes
with friends and family, but also an such as mobile advertising or marketing
extension of their personality and acceptance(Parreno et al., 2013; Liu et
individuality(Grant and O’Donohoe, 2007). al., 2012; Gao et al., 2010; Phau and
The rapid proliferation of mobile phones Teah, 2009; Okazaki, 2005), mobile
along with their technological development advertising cognition(Spake and Joseph,
has created a whole new channel for 2007), value perceptions of mobile
advertising(Liu et al., 2012; Saadeghvaziri advertising(Komulainen, 2007), consumer
and Seyedjavadain, 2011). For marketers, perceptions and attitudes towards mobile
the widespread using of mobile phones marketing(Smutkupt et al., 2012; Persaud
represents a huge marketing opportunity and Azhar, 2012; Roach, 2009;
to reach and serve consumers anytime, Jayawardhena et al., 2009; Vlachos and
anywhere. Vrechopoulos, 2008; Grant and O’Donohoe,
However, while consumers use mobile 2007), mobile phone consumption(Andrews
phones to enhance their private or social et al., 2012; Andrews et al., 2005), and
lives, marketing managers see mobile consumer responsiveness(Heinonen and
phones as a marketing channel. In other Strandvik, 2007).
words, it is the same bed but with Since mobile advertising has the
different dreams. Therefore, a thorough potential to emulate the success of mobile
understanding of why and how consumers marketing strategy, mobile advertising will
may want to participate in mobile ultimately play a key role in shaping new
marketing could help in developing communication channel in the future. In
successful mobile marketing strategies spite of the importance of mobile
(Persaud and Azhar, 2012). marketing, the research is still in the
According to Cheil Communications early stages.
(2015), mobile advertising market records The purpose of this paper is to analyse
grown-up 839.1 billion won and showed key drivers of consumers’ perceived
the highest growth rate among whole usefulness and attitude toward mobile
advertising media 82.4% in contradiction advertising and its effects on their mobile

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 Mobile Advertising Acceptance and Strategy : The Moderating Role of Advertising Involvement

advertising acceptance. This study is the field’s first empirical studies, Barwise
divided into four parts. The first part and Strong(2002) found that when
includes a literature review of the incentives were offered, almost all
antecedents mobile advertising acceptance respondents were satisfied with receiving
and the proposed hypotheses. Then, the advertisements sent to them via short
methodology and the empirical analysis are message service. Merisavo et al.(2007)
explained. In the final section, conclusions suggested that the usefulness and context
are provided implications, limitations, and of the message were significantly
future research. associated with consumer acceptance of
advertising sent via this medium.
Ⅱ. Literature Review and Hypothesis The attributes of mobile advertising can
positively or negatively affect the
1. Mobile Advertising consumers’ perceived usefulness and ad
attitude. Thus, this study considers
Mobile advertising has been entertainment and informativeness as
conceptualized as the set of actions that positive attributes for mobile advertising.
enable firms to communicate and relate to At the same time, privacy risk and
their audience in a relevant, interactive irritation are used as negative attributes.
way through any mobile device or network
(MMA, 2010). This set of actions 1) Entertainment
includes the sending of short message
services messages, the use of graphic or Entertainment has been detected that
display formats, marketing using search consumers’ feelings of enjoyment
engines through mobile internet, bluetooth, associated with ads play the greatest role
couponing or the use of applications and in accounting for their overall attitudes
entertainment content, including mobile toward the ads(Shavitt et al., 1998).
advergaming(a portmanteau of ‘advertising’ Consumers are expected to increase their
and ‘gaming’). demand for mobile entertainment and
Increasingly, marketing managers view personalisation content. The experience of
mobile devices as an attractive platform advertising can be a pleasure upon
from which to interact with consumers exposure or in recollection. As suggested
through various forms of marketing by Jun and Lee(2007), when consumers
communications, including location-based are provided with benefits such as
promotions and television-style entertainment, they will perceive
advertising(Gao et al., 2010). In one of advertising in a more favourable light.

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The Journal of Internet Electronic Commerce Research, Vol. 15 No. 2, April, 2015

2) Informativeness individuals with unwanted advertising to

their mobile.
The growth in wireless and mobile
communications worldwide has significantly 4) Irritation
changed the way individuals communicate,
access, and share information. Actually, Irritation has been studied as an
the fact is that consumers who rail emotional outcome or a consumer reaction
against advertising as a necessary evil are toward mobile advertising(Parreno et al.,
likely to welcome ads that address their 2013; Logan et al., 2012; Xu et al., 2009;
specific interests and provide useful Van der Waldt et al., 2009; Tripathi and
information. Sultan et al.(2009) develops a Siddiqui, 2008). Grant and O’Donohoe
conceptual model that investigates the (2007) found that consumers were
influence of marketing-related and concerned about commercial intrusion
value-based mobile activity – including through their mobile phones and previous
the use of mobile devices for information research(Edwards et al., 2002) found that
provision, sharing content, and accessing perceived intrusiveness can lead to
content. irritation. While consumers generally find
these aggressive online advertisements
3) Privacy Risk disturbance and annoying, online marketers
are increasingly using them.
Privacy risk can be defined as the
propensity of individuals to provide 2. Advertising Value
personal information in order to enter into
online marketing promotions to receive Consumer value has been discussed in
gifts, enter a contest or get future many marketing literature for a long time.
discounts. Consumers dislike or balk at Zeithaml(2000) defined value as the
providing their personal information on the consumer’s overall assessment of the
Web. Recently, text-messaging phishing utility of a product based on perceptions
(SMS phishing, SMiShing, Smishing) may of what is received and what is given.
resulted in mass consumer distrust of the Parasuraman and Grewal(2000)
entire mobile advertising. Mobile distinguished four value types: acquisition
advertising is fun and provide information value, transaction value, in-use value, and
for consumers. However, there was some redemption value. Acquisition value is
anxiety as to companies abusing personal defined as the benefits buyers think they
information and ‘spamming’, ‘smishing’ receive when acquiring the service.

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 Mobile Advertising Acceptance and Strategy : The Moderating Role of Advertising Involvement

Transaction value is the pleasure advertising value

consumers feel for getting a good deal. H1d: Irritation of mobile advertising
In-use value is the utility derived from negatively influences advertising
using the service and redemption value is value
the residual benefits received at the time
of termination. 3. Advertising Attitude and Acceptance
On the other hand, value is understood
as a construct configured by two parts, Attitude typically draws mainly upon
one of benefits(product, economic, image, constructs from TRA and TAM(Davis et
convenience, social relationship etc.) al., 1989) and is an individual’s positive
received by the customer and another of or negative evaluation of a given object or
sacrifices(price, time, effort, psychological behaviour(Ajzen, 1991). Parreno et
risk etc.) made. al.(2013) suggest that positive attitude
Ducoffe(1995, 1996) developed a model toward mobile advertising refers to
based on three antecedents of consumers’ favourable cognitive and affective
perceived value: informativeness, orientations toward mobile advertising
entertainment and irritation in their communications.
advertising value model. In this study, Consumers who perceive more fun and
advertising value is a trade-off between enjoyment with using mobile phones may
consumer benefits and sacrifices through tend to exhibit more positive attitudes
their mobile advertising. The potential toward mobile advertising(Saadeghvaziri
mobile advertising attributes(entertainment, and Seyedjavadain, 2011). Shavitt et
informativeness, privacy risk, irritation) al.(1998) also found that consumers
can have a positive or negative effect on regarded information as a positive aspect
consumers’ value perception. Thus, the of advertising when they learned about
following hypotheses are proposed: new products, specific product benefits,
and comparative product information.
H1a: Entertainment provided by Actually, entertainment and
mobile advertising positively informativeness have been identified as an
influences advertising value important antecedent of advertising
H1b: Informativeness provided by attitude in many previous studies(e.g.
mobile advertising positively Parreno et al., 2013; Logan et al., 2012).
influences advertising value This study assumes these influential
H1c: Privacy risk on mobile relationship. Thus, the following
advertising negatively influences hypotheses are proposed:

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The Journal of Internet Electronic Commerce Research, Vol. 15 No. 2, April, 2015

H2a: Entertainment provided by between advertising value, advertising

mobile advertising positively attitude, and advertising acceptance.
influences advertising attitudes Hence, the following hypotheses are
H2b: Informativeness provided by established:
mobile advertising positively
influences advertising attitudes H3: Advertising value will have
positive effect on mobile
Advertising irritation may be attributed advertising attitude
to goal interruption as well as consumers’ H4: Advertising value will have
concerns regarding the loss of privacy positive effect on mobile
(Taylor et al., 2011). Some mobile ads advertising acceptance
request consumers’ personal information H5: Advertising attitude will have
such as the prize payment and positive effect on mobile
participation in the event. After all, mobile advertising acceptance
advertising can increase distrust in the
irritation and privacy risk. Therefore, the 3. Advertising Involvement
following hypotheses are established:
Consumer involvement constitutes a
H2c: Privacy risk on mobile ad strong predictor of consuming
negatively influences mobile patterns(Delener, 1994). Involvement
advertising attitudes refers to an individual’s perceived
H2d: Irritation of mobile ad importance of a target stimulus or
negatively influences mobile situation(Mittal, 1995). Huang(2006)
advertising attitudes noted that involvement are related at the
personal level because the perception of
Essentially, in a mobile advertising personal importance or relevance, either
context, if consumers perceive that the temporarily or intrinsically, determines
value they are getting from participating involvement with the target.
in mobile advertising is high, they will be Limbu et al.(2012) propose that product
more inclined to engage in mobile involvement, the perceived personal
advertising. Also, a favorable attitude relevance of a product to consumers, is
toward mobile advertising will be able to one of the key variables that motivates
increase consumer acceptance. Parreno et consumers to process advertising. As a
al.(2013), Logan et al.(2012), and result, recipients are motivated to
Ducoffe(1996) show a positive relationship elaborate on a message and form attitudes

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 Mobile Advertising Acceptance and Strategy : The Moderating Role of Advertising Involvement

through central route processing. If effect advertising attitude on

recipients are uninvolved, they will give advertising acceptance
more attention to the peripheral cues
outside of the message content. The hypothesized relationships we
In other word, when consumers perceive investigate are shown in Figure 1.
higher personal importance and relevance
evoked by advertising messages regarding Ⅲ. Methodology
a brand or a product, advertising messages
become the focus of attention, which 1. Sampling and Data Collection
enhances media engagement initiated
(Wang, 2009). Consumers’ advertising In this study, the data were collected
value, advertising attitude, and acceptance from university students who have
of mobile advertising can be variously experienced with mobile advertising during
estimated according to personal March 3 to 6, 2015 in Gyeongnam
involvement in mobile advertising. Thus, province. A total of 245 questionnaires
the following hypotheses are proposed: were collected from mobile consumers in
Korea, 7 questionnaires were eliminated
H6: Involvement will moderate the due to missing data, resulting in a final
effect perceived value on sample of 238 respondents.
advertising attitude The major demographic profiles of the
H7: Involvement will moderate the respondents are shown in Table 1. Male
effect perceived value on was 44.5 percent and female was 55.5
advertising acceptance percent. More than 70 percent of the
H8: Involvement will moderate the respondents had a experience with mobile

<Figure 1> Research Model

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The Journal of Internet Electronic Commerce Research, Vol. 15 No. 2, April, 2015

<Table 1> Sample Characteristic Ⅳ. Results

Frequency Percent
Male 106 44.5 1. Measurement Model
Gender
Female 132 55.5
Mobile payment Yes 190 79.8 The confirmatory factor shows good fit
(recent 1 year) No 48 20.2
between the data and the construct of
Under 3 76 31.9
Mobile use time over 3～below 6 86 36.1 scale(χ2=285.67, df=168, p=0.000, GFI=
(hour/a day) 0.902, AGFI=0.841, RMR=0.055, CFI=
over 6 76 31.9
Mobile purchase 0 66 27.7 0.950, RMSEA=0.062). Before testing the
experience 1 106 44.5 structural model, the measurement model
(recent 1 year) more than 2 66 27.7 should exhibit satisfactory levels of
reliability and validity. Table 3 shows the
payment. The 31.9 percent of respondents
analysis of measures of the questionnaire,
said they were shown to use a mobile
including standard factor loadings,
phone to an average of less than three
composit reliability, and average variance
hours a day. On the other hand, the 31.9
extracted(AVE). The composite reliability
percent of respondents said they were
measure(Fornell and Larcker, 1981) that
shown to use a mobile phone to an
is similar to Cronbach’s alpha, but
average of more than 6 hours a day.
preferred in structural equations modeling,
because it estimates consistency on the
2. Measures
basis of actual measurement loadings
(White et al., 2003). The internal
The self-administered questionnaire
consistency values exceed the 0.60
included eight constructs. The constructs
cut-off point suggested by Bagozzi and
in the study were measured using
Yi(1988). The composite reliability from
multi-item scales adapted from the
all the constructs ranged from 0.787 to
existing literatures. The survey instrument
0.910, exceeding the recommended 0.6
was developed by adopting existing
criterion in this study. Establishing
validated questions wherever possible. All
convergent validity requires AVE to be
of the questions were Likert scale
greater than 0.50(Fornell and Larcker,
questions that asked respondents to
1981). The AVE of each latent factor
indicate their level of agreement or
ranged from 0.566 to 0.771, more than
disagreement with a series of statements
the recommended value of 0.5, suggesting
on a scale of 1(strongly disagree) to
that the constructs are distinct. Thus, all
5(strongly agree). The survey questions
these criteria show sufficient item validity
are presented in the Table 2.

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 Mobile Advertising Acceptance and Strategy : The Moderating Role of Advertising Involvement

<Table 2> Measures

Construct Item Researcher

Mobile advertising is entertaining
Mobile advertising is enjoyable Logan et al.(2012)
Entertainment Ducoffe(1996)
Mobile advertising is pleasing Tsang et al.(2004),
Mobile advertising is exciting
Mobile advertising is a good source of product information
Supplies relevant product information Logan et al.(2012)
Informativeness Ducoffe(1996)
Mobile advertising provides timely information
Mobile advertising is a good source of up-to-date information
When I using the mobile advertising, I anxious about my
personal information
I am worried about that the advertising companies would Featherman et al.(2010)
Privacy risk share my personal information with other companies Nepomuceno et al.(2012)
Criminals might access my account information Okazaki(2005)
Mobile advertising will be a primary cause of concern for
consumer privacy and security control
Mobile advertising is irritating
Mobile advertising is deceptive Parreno et al.(2013)
Irritation Ducoffe(1996)
Mobile advertising is confusing
Mobile advertising is annoying
Mobile advertising is valuable
Mobile advertising is useful
Advertising value Logan et al.(2012)
Mobile advertising is important
Mobile advertising including a special meaning
I like mobile advertising
Advertising I think mobile advertising is an interesting thing Taylor and Todd(1995)
attitude I think mobile advertising is a good idea Parreno et al.(2013)
Mobile advertising seems something positive to me
I feel positive about mobile advertising
Advertising I am willing to receive mobile advertising messages
in the future Merisavo et al.(2007)
acceptance
I would read all the mobile advertising
messages I receive in the future
I concentrate on the content of mobile advertising
Advertising I think about the content of mobile advertising
Ching et al.(2013)
involvement I spend effort looking at the content of mobile advertising
I carefully read the content of mobile advertising

and reliability. According to Fornell and interest is greater than the squared
Larcker(1981), discriminant validity is correlations between that construct and all
achieved if the AVE of the construct of other constructs in the model.

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The Journal of Internet Electronic Commerce Research, Vol. 15 No. 2, April, 2015

<Table 3> Reliability and Convergent Validity

Std. Composite
Construct Item Estimate S.E. C.R. AVE
estimate reliability
ent1 0.916 0.893 0.044 20.837
Entertainment ent2a 1.000 0.929 - - 0.910 0.771
ent4 0.928 0.806 0.055 16.997
inf2 0.812 0.805 0.047 17.456
Informativeness inf3a 1.000 0.885 - - 0.825 0.611
inf4 0.828 0.826 0.052 15.927
pri1 0.902 0.816 0.058 15.631
pri2 0.945 0.831 0.058 16.249
Privacy risk 0.880 0.648
pri3a 1.000 0.877 - -
pri4 0.827 0.826 0.052 15.945
irr1 0.923 0.713 0.093 9.962
Irritation irr2a 1.000 0.841 - - 0.795 0.566
irr3 0.930 0.716 0.093 10.035
val2a 1.000 0.965 - -
Ad value val3 0.983 0.887 0.046 21.464 0.885 0.720
val4 0.903 0.816 0.058 15.611
att2a 1.000 0.838 - -
Ad attitude 0.787 0.649
att3 0.837 0.780 0.063 13.244
acc1a 1.000 0.822 - -
Ad acceptance acc2 0.912 0.782 0.086 10.567 0.831 0.621
acc3 0.867 0.775 0.068 12.781
Notes: χ2=285.67, d.f.=168, P=0.000, GFI=0.902, AGFI=0.841, RMR=0.055, CFI=0.950, RMSEA=0.062
a: Reference variable

<Table 4> Discriminant Validity

(1) (2) (3) (4) (5) (6) (7)

(1) Entertainment 0.878
(2) Informativeness 0.443 0.782
(3) Privacy risk -0.132 -0.141 0.805
(4) Irritation -0.317 -0.173 0.292 0.752
(5) Ad value 0.455 0.269 -0.104 -0.244 0.849
(6) Ad attitude 0.644 0.333 -0.205 -0.352 0.566 0.806
(7) Ad acceptance 0.529 0.397 -0.159 -0.328 0.516 0.605 0.875
Notes: Correlations are below diagonal and the square root of the AVE values are presented on the diagonal

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 Mobile Advertising Acceptance and Strategy : The Moderating Role of Advertising Involvement

2. Results of Structural Model informativeness(β=254, p<0.01) of mobile

advertising are positively related to
On the basis of the CFA results, the advertising value. On the contrary to this,
full structural model was employed to test privacy risk(β=-0.102, p<0.10) and
the hypotheses regarding the relationships irritation(β=-0.146, p<0.05) influenced
between advertising attributes, advertising negatively on advertising value. Therefore,
value, advertising attitude, advertising H1a, H1b, H1C, and H1d are supported.
acceptance. The results of the full Second, the results of the estimated
structural model analysis are reported in model showed that entertainment(β
Table 5. The overall model exhibited a =0.475, p<0.01) and irritation(β=-0.121,
2
good fit: χ =295.54, df=172, GFI=0.902, p<0.05) significantly influenced attitude
AGFI=0.847, RMR=0.050, TLI=0.926, toward mobile advertising attitude.
RMSEA=0.065. Consequently, these However, informativeness and privacy risk
results indicated that the structural model had no effects on mobile advertising
shown adequately fitted the data. attitude. Accordingly, H2a and H2d are
A summary analysis is as follows. First, supported, H2b and H2c are rejected.
the four hypotheses concerning the impact Third, advertising value has significant
of entertainment, informativeness, privacy positive effect on advertising attitude and
risk, and irritation on advertising value acceptance supporting H3 and H4. In
were supported. As expected, addition, consumers’ attitude toward
entertainment(β=0.367, p<0.01) and mobile advertising has significant positive

<Table 5> Results of Hypothesis Testing

Std.
Hyp. Relationship between variables S.E. C.R. p-value Result
estimate
H1a Entertainment → Ad value 0.367 0.059 5.369 0.000 Supported
H1b Informativeness → Ad value 0.254 0.067 3.471 0.000 Supported
H1c Privacy risk → Ad value -0.102 0.046 -1.713 0.087 Supported
H1d Irritation → Ad value -0.146 0.067 -2.189 0.029 Supported
H2a Entertainment → Ad attitude 0.475 0.069 6.793 0.000 Supported
H2b Informativeness → Ad attitude 0.076 0.069 1.144 0.253 Rejected
H2c Privacy risk → Ad attitude -0.085 0.046 -1.572 0.116 Rejected
H2d Irritation → Ad attitude -0.121 0.068 -2.017 0.044 Supported
H3 Ad value → Ad attitude 0.362 0.098 4.189 0.000 Supported
H4 Ad value → Ad acceptance 0.163 0.077 1.790 0.074 Supported
H5 Ad attitude → Ad acceptance 0.795 0.077 7.677 0.000 Supported
Notes: χ2=296.54, d.f.=172, P=0.000, GFI=0.902, AGFI=0.847, RMR=0.050, TLI=0.926, RMSEA=0.065

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The Journal of Internet Electronic Commerce Research, Vol. 15 No. 2, April, 2015

<Table 6> Moderating Effect of Ad Involvement

Low group(n=114) High group(n=124) Constrained model

Hypothesis: Moderating path Std.
estimate
C.R.
Std.
estimate
C.R. χ2 ∆χ 2
Result

H6: Ad value → Ad attitude 0.324** 2.662 0.358** 2.378 697.78 4.47* Supported
H7: Ad value → Ad acceptance 0.093 0.859 0.160 1.233 694.02 0.71 Rejected
H8: Ad attitude → Ad acceptance 0.758** 5.423 0.961** 5.797 698.15 4.84* Supported
*p<0.05, **p<0.01; χ2(294)=693.11, P=0.000, GFI=0.901, AGFI=0.845, RMR=0.067, CFI=0.932, RMSEA=0.063

effect on advertising acceptance supporting study are as follows.

H5. Lastly, the moderating effects of First, mobile advertising attributes are
advertising involvement in the divided into two types such as the positive
relationships between advertising value, factors(entertainment, informativeness) and
advertising attitude, and advertising the negative factors(privacy risk,
attitude and advertising acceptance are irritation) in this study. The results
significant at the level of 0.05, so H6(△χ showed that consumers’ perceived
2 2
=4.47, df=1, p<0.05) and H8(△χ =4.84, entertainment towards mobile advertising
df=1, p<0.05) are supported, and H7 is has a positive effect on consumers’
not supported. Table 6 shows the results advertising value. This means that if
of moderating effects. customers perceive a using mobile
advertising be entertaining, they will have
Ⅴ. Conclusions more positive value perception of the
mobile advertising. Thus, advertising
The objective of this study is to managers need to pay more attention to
investigate the antecedents of mobile entertainment of mobile advertising to
advertising acceptance as well as the communicate with many consumers. The
moderating role of consumers’ advertising study also indicated that consumers’
involvement. The results of this study perceived informativeness is a direct
indicated that the research model is contributor of mobile advertising value.
generally plausible to explain consumers’ Therefore, managers should take
acceptance of mobile advertising. As advantage of the influence that
advertising value and advertising attitude informativeness may have on overall value
are the main drivers toward mobile perception toward mobile advertising. On
advertising acceptance, this study offers the other hand, privacy risk and irritation
several implications for theory and should be considered as important factors
practice. The main contributions of this influencing consumers’ value perception.

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 Mobile Advertising Acceptance and Strategy : The Moderating Role of Advertising Involvement

This implies that the advertising managers negative attitudes to their advertising
should pay much attention in the messages.
protection of consumers’ personal Third, the relationship between
information. Also, too much advertising advertising value, advertising attitude, and
can decrease consumers’ value perception advertising acceptance have revealed that
of mobile advertising. positive relation with each other. This
Second, the influential relationship means that consumers’ value perception is
between advertising attributes and very important to acceptance towards
advertising attitude provides meaningful mobile advertising. The findings show that
implications. The result indicated that consumers’ advertising value increases
consumers’ perceived entertainment is a lead to more favorable attitude and higher
direct contributor of attitude of mobile acceptance intention in mobile advertising
advertising. Therefore, advertising context. Thus, advertising managers should
managers should take advantage of the continuously monitor to consumers’
influence that entertainment may have on awareness of the value towards mobile
overall attitude toward mobile advertising. advertising because the source of the
However, informativeness of mobile value perception can be changed in the
advertising had not a significant effect on future.
consumers’ advertising attitude. This Lastly, the moderating effects of
result means that consumers’ attitude consumers’ advertising involvement in the
towards mobile advertising cannot be relationships between advertising value
easily changed, even if adversing and advertising attitude advertising
companies provide useful information to acceptance were assessed using
consumers. In addition, consumers’ risk multi-sample analysis. The samples were
perception about personal information had divided into low and high groups based on
not a significant effect on attitude towards a mean split. Respondents above the mean
mobile advertising. This implies that an score(2.237) were classified as high
effort to protect personal information is involvement(n=124) and those below the
not directly required. Even more important mean score as low involvement(n=114).
is the fact that irritation emerges as an This indicates that there wasn’t a
important factor against mobile advertising significant difference between low and
attitude, therefore advertising managers high involvement groups in the relationship
should also try to find the balance in the between consumers’ value perception and
number of messages sent to consumers in acceptance intention towards mobile
order to not saturate them and provoke advertising. This shows that advertising

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The Journal of Internet Electronic Commerce Research, Vol. 15 No. 2, April, 2015

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