The Influence of Mobile Self-Efficacy on Attitude towards Mobile Advertising

Mobile advertising employs mobile devices such ascell phones and PDAs to transmit advertisinginformation to users. The chief difference betweenmobile advertising and traditional advertising is thatmobile advertising must employ wireless networks andmobile devices; as a consequence, apart fromadvertisement content, the factors affecting attitudetowards mobile advertising may also includeconsumers' mobile technology use self-efficacy.This study develops and validates a mobile selfefficacyconstruct assessment method, and alsoexplores the effect of user mobile self-efficacy onattitude towards mobile advertising. The resultsindicate that mobile self-efficacy has very highconstruct reliability, convergent validity anddiscriminant validity, and has a significant influenceon attitude towards mobile advertising.

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