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1、移动营销：基于短信息服务的消费者接受实证研究论文摘要：作为一种新的广告和信息交流的途径，手机短信服务现已经普遍应用。在已有文献提出技术接受研究模型及其它相关理论研究的基础上，探讨消费者对于移动广告的态度和接受源技术接受和使用整合模型，创新扩散理论，任务技术匹配理论的整合模型，并进行实证研究。运用结构方程模型方法对调查数据进行分析，揭示消费者对于移动营销的整体态度，以及影响消费者接受的主要因素。关键词：移动营销；移动广告；技术接受；结构方程模型Abstract:Bycreatinganeationmunicating,shortmessageserviceisth
2、e"killerapplication"ofmobiletechnologyinChina.Basedonanassessmentoftheexistingliteratureregardingthetechnologyacceptancemodelandothertheories,thecurrentresearchpresentsanintegratedmodelforexploringconsumer'sperceptionandacceptancetoobileadvertisingbymeansofshortmessageservice.Aresear
3、chframeeasuringacceptancestoobileadvertisingisdevelopedfromthetheoryoftheUnifiedTheoryofAcceptanceandUseofTechnology(UTAUT),InnovationDiffusionTheory(IDT),andTask-TechnologyFittheory(TTF).Italsoproposesinnovation-relatedmodel("personalInnovativeness"),task-relatedmodel("perceivedTask
4、-TechnologyFit")andtheUTAUTpermissionmodel.Thepaperanalyzesthesampleddataodelingapproach.Theresultsindicateconsumers'generalattitudestoobileadvertisingandthefactorsthatineconsumeracceptance.Keyobilemarketing;mobileadvertisement;technologyacceptance;structuralequationmodel一、引言随着移动技术的发
5、展col/col27/index.html2A.K.Kearney,MobiIndex2003R,A.T.KearneyandCambridgeUniversity:Chicago.3Pedersen,P.E.andR.Ling,Mobileend-userserviceadoptionstudies:AselectiverevieationSciences,2002.14.4Davis,F.D.,Perceivedusefulness,perceivedeaseofuse,anduseracceptanceofinformationtechnologyJ.MI
6、SQuarterly,1989.13:319-340.5Venkatesh,V.andF.D.Davis,ATheoreticalExtensionoftheTechnologyAcceptanceModel:FourLongitudinalFieldStudiesJ.ManagementScience,2000.46:p.186-204.6Venkatesh,V.,etal.,UserAcceptanceofInformationTechnology:ToanDecisionProcesses,1991.50(2):179-211.8Rogers,E.M.,D
7、iffusionofInnovationsM.4thed.1995,Nepson,Task-technologyfitandindividualperformanceJ.MISQuarterly,1995.19(2):213-236.10Pedersen,P.E.,L.B.Methlie,andH.Thorbj?rnsen.Understandingmobilemerceend-useradoption:atriangulationperspectiveandsuggestionsforanexploratoryserviceevaluationframeSci
8、ences.2002.H
