Research on the Willingness to Accept Mobile Internet Advertising Based on Customer Perception---A Case of College Students

The role of the mobile terminal in advertising and marketing has attached increasing attention, but the traditional advertising acceptance model does not consider how the characteristics of mobile Internet advertising affect consumer attitudes and decision-making. Based on the technology acceptance model (TAM) and the characteristics of groups of college students, a research model of college students\u27 willingness to accept mobile Internet advertising is established. The data of college students\u27 perception and evaluation of mobile Internet advertising are collected by means of questionnaire, and the data are analyzed by SPSS. The results show that the perceived entertainment of mobile Internet advertising and social influence have a significant positive impact on college students\u27 willingness to accept mobile Internet advertising, and the impact of perceived usefulness is not significant. According to the research conclusions, some useful inspirations are put forward for the design and promotion of mobile Internet advertising

Web Advertising Value and Students’ Attitude Towards Web Advertising

Internet has changed the type of relationship between advertisers, advertising agencies, the media and consumers. Rapid growth in Web Ad (WA) revenues indicates the viability of WA as an alternative to that of traditional media. This rapid expansion of advertising to web sites requires a better understanding about users' perceptions of Web Ads since attributes of the media can affect consumer attitudes towards advertising. Therefore, it has also become increasingly important for today's advertisers to create favorable attitudes towards their Websites. The aim of this research is to identify attitudes of Internet users towards web advertising. In other words, this study investigates the interrelationships between Web Advertising Value (WAV) and Attitude Towards Web Advertising (AWA). The antecedents of advertising value namely, irritation, informativeness, credibility, entertainment will also be incorporated. Data is collected from 413 students of Marmara University Faculty of Business Administration. Responses are evaluated via structural equation modelling which enables researchers to offer a model that explain consumer behavior in online environments. Keywords: Web advertising, web advertising value, consumer behavior, attitude towards web advertising, structural equation modelling.