Research On Effect Factors Of Attitude Toward SMS (Short Message Service) Advertising

In recent years, the cell phone becomes more and more popular over the world, and it's also being an important tool of communication. As a kind of advertising media, cell phone attracts more attention when the communication technology progressing. This new advertising gets a fast development especially in china. Compared with the traditional advertising, the SMS (short message service) advertising has a lot of advantages, just like cheapness, high reach etc. But garbage message and compulsion carry some negative effect. So standing on the side of consumer, I take a research to find which factors affect consumer's attitude towards the SMS advertising. I hope this quantitative research of attitude can offer some good suggestions for the mobile marketing.This research uses student as the investigate sample, collecting their attitude and evaluation about SMS advertising by questionnaire. After data analysis, the result shows that the consumer present negative attitude towards SMS advertising now. Most people think SMS advertising is no use and do more harm than good. By regression and factor analysis, there are eight factors which can affect the attitude towards SMS Ad. These factors contain message transmission, communication environment, appeal, harmony, credibility, selectivity, interaction and repay. Among them, "transmission" and "environment" are the most important factors. The "harmony" and "appeal" also are important to consumer, but the consumer pays less attention to the "interaction" and "repay".