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Trust and user acceptance of mobile advertising.
| Content Provider | CiteSeerX |
|---|---|
| Author | Barakat, Samer Sheikh, Asim El |
| Abstract | The technology acceptance model (TAM) has been widely used to examine the factors that influence a person’s acceptance of new technology. In mobile advertising, trust has been proposed as an important factor affecting the adoption of this new advertising channel. The objective of this study is to test the impact of trust on mobile advertising adoption based on the technology acceptance model. A cross-sectional survey is conducted among 174 respondents from two shopping centres samples. Bivariate correlations and multiple regressions were used to test the hypotheses. The results shows that trust significantly influence the attitude towards accepting mobile advertising. |
| File Format | |
| Access Restriction | Open |
| Subject Keyword | Trust User Acceptance Mobile Advertising Technology Acceptance Model Mobile Advertising Multiple Regression Shopping Centre Sample Bivariate Correlation New Advertising Channel Mobile Advertising Adoption Person Acceptance New Technology Cross-sectional Survey Important Factor |
| Content Type | Text |