Abstract

An Integrated Model of Attitudes toward Wireless Marketing

Yang, Byung-hwa
(Full-time lecturer, School of Communication, Gyeong-ju University)

The purpose of this study was to develop a integrated model of attitudes toward wireless advertising. The proposed model based on the technology acceptance model (Davis, 1989) and web advertising model (Ducoffe, 1996). In this study, a survey was conducted with 181 male and 258 female students participating in marketing classes and introduction to communication at several universities. The result revealed that the proposed model was fit with GFI=.97, NFI=.90, and CFI=.94. Also, all hypothesized relationships within the proposed model were significant except a direct effect of perceived ease of use on system satisfaction. Our results suggested that the hypothesized model could be unified technology acceptance model and a traditional consumer model to improve a prediction of attitude toward wireless advertising.

Key words : wireless advertising, technology acceptance model, model of attitudes toward web advertising