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Consumer’s Attitude Toward Mobile Advertising in Thailand
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Author(s)
Other Contributor(s)
University of the Thai Chamber of Commerce. International College
Publisher(s)
University of the Thai Chamber of Commerce
Date Issued
2012
Resource Type
Master thesis
Language
English
Abstract
There has been a tremendous and rapid growth in the mobile telecommunicationindustry in the world, especially in Asia. This paved a new platform for many companies to do their sales promotions through short message system (SMS) via mobile device. SMS has been generally used in mobile advertising. This study employed theory of reasoned action (TRA), to investigate consumer behavior in mobile advertising. This study aims to investigate the behavioral intention to receive and read mobile advertisements, with attitude serving as the mediator. We also examine factors including entertainment, informativeness, irritation, credibility, permission, attitude to advertising in general, and personality. Data were collected from 400 mobile phone users in Bangkok, Thailand. Results show that personality of SMS advertisements has the strongest effect on attitude. Attitude is the major mediator between belief dimensions and behavioral intention.
Subject(s)
Degree Level
masters
Degree Department
International College
Degree Grantor
University of the Thai Chamber of Commerce
Access Rights
Open access
Rights
This work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner.
Rights Holder
University of the Thai Chamber of Commerce
Physical Location
University of the Thai Chamber of Commerce. UTCC Central Library
Bibliographic Citation
Xiangqin Fu (2012) Consumer’s Attitude Toward Mobile Advertising in Thailand.
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