A two-stage approach is employed in order to examine the influencing factors of consumer behaviors in the context of mobile advertising. The first stage of the study evaluates the correlation relationship of consumer motives for receiving mobile advertising and their attitudes toward mobile advertising. It also investigates the relationship between consumer intentions for receiving advertisements on their cellular phones and their subsequent actions once the mobile advertising was received. A negative sentiment was revealed by cellular phone users toward mobile advertising, a signal that current practices of mobile advertising are ineffective and require a careful reevalu-ation on the part of mobile commerce firms. The second stage of the research validates a Fishbein and Ajzen's Theory of Reasoned Action model. It is found that positive actions on the received advertisements are significantly influenced by strong intentions; strong intentions are influenced significantly by favorable attitudes, and favorable attitudes are influenced significantly by strong motives. Implications for e-commerce application developers and marketers are discussed.

A two-stage approach is employed in order to examine the influencing factors of consumer behaviors in the context of mobile advertising. The first stage of the study evaluates the correlation relationship of consumer motives for receiving mobile advertising and their attitudes toward mobile advertising. It also investigates the relationship between consumer intentions for receiving advertisements on their cellular phones and their subsequent actions once the mobile advertising was received. A negative sentiment was revealed by cellular phone users toward mobile advertising, a signal that current practices of mobile advertising are ineffective and require a careful reevaluation on the part of mobile commerce firms. The second stage of the research validates a Fishbein and Ajzen’s Theory of Reasoned Action model. It is found that positive actions on the received advertisements are significantly influenced by strong intentions; strong intentions are influenced significantly by favorable attitudes, and favorable attitudes are influenced significantly by strong motives. Implications for e-commerce application developers and marketers are discussed.

Overseas Chinese Institute of Technology, Taiwan; Da-Yeh University, Taiwan; Middle Tennessee State University, USA

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