Smart Choice: Smartphone Users’ Intentions to Accept Mobile Advertising

Jong-Hyuok Jung 1 *, Yonjung Sung 2, Wei-Na Lee 3

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This study explores motivations that influence smartphone users’ intentions to accept mobile advertising. In order to accomplish this research objective, the relationships among various factors identified from past literature were tested via online survey. The empirical findings from the current study suggest that a consumer’s attitude toward mobile advertising from his or her previous experience is the most powerful predictor of intention to accept mobile advertising on smartphones. In addition, consumer perception of the smartphone as a device that is compatible with an individual’s lifestyle and the social benefits of using a smartphone predict intention to accept mobile advertising among smartphone users.


Smartphone Mobile advertising Innovation Diffusion Theory


This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Article Type: Research Article

Online Journal of Communication and Media Technologies, Volume 3, Issue 2, pp. 187-202

Published Online: 24 Apr 2013

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