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A Study on the Factors Affecting the Acceptance Intention for Mobile Ads.  

Yoo, Sang-Jin (Department of MIS, Keimyung University)
Tang, Hung-Lian (Eastern Michigan University)
Kim, Hyo-Jung (Department of Business Administration, Kyunpuk National University)
Publication Information
Information Systems Review / v.9, no.1, 2007 , pp. 1-21 More about this Journal
Abstract
This research investigates the determinants of consumer's acceptance for the mobile Ads. Based on TAM(Technology Acceptance Model) and Flow theory, our research adopts some factors for a theoretical model such as entertainment, information, irritation, credibility, flow experience, attitudes and acceptance intention. For examining an implied relationships by this research model, a field study using survey methodology for data collection was conducted. This data was analyzed based on using AMOS, the structural equation modeling and a second generation multi variant technique, and has gained distinct advantages over other technique. After some model modification according to model generating strategy approach, this study shows that entertainment, irritation, credibility and flow experience have significant effects on the attitudes. And also, this attitudes have acceptance intention in mobile Ads. In conclusion, implications are discussed along with limitations and further research direction.
Keywords
Mobile Ads; Acceptance Intention; Flow Theory; Technology Acceptance Model;
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