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手机作为一种新兴媒体的优势已经得到了广泛的认可,进入3G时代以后,用户接受程度将会取代技术成为制约手机广告业务大规模开展的主要瓶颈,本文以技术接受模型(TAM)为理论基础并对其进行了扩展,以全面分析影响我国消费者接受手机短信广告的关键因素,采用结构方程的方法(SEM)进行模型检验,研究结果发现感知有用性、感知易用性、主观规范和感知风险这四个因素都对消费者对待短信广告的态度有显著影响,消费者态度对其接受意愿的影响也通过了检验。
The advantages of mobile phone as a new media have been widely recognized. After 3G era, user acceptance will replace technology as the main bottleneck that restricts the large-scale development of mobile advertising. Based on TAM And expands it in order to comprehensively analyze the key factors affecting Chinese consumers to accept mobile phone text message advertising. The structural equation method (SEM) is used to test the model. The results show that perceived usefulness, perceived ease of use, subjective norms and perception These four factors have a significant impact on consumers’ attitudes toward SMS advertising. The impact of consumer attitudes on their willingness to accept has also been tested.