A Research On User’s Acceptance Model Onmobile Internet Advertisement Based On Utaut Model

With the arrival of the era of 3G, mobile internet will be marked in subversive big development in the next few years. As one of the most important business models, the mobile internet advertising will get revolutionary breakthrough and create amazing values for subscribers. A report from Juniper Research indicated that the global market of mobile internet will reach 6 billion dollars by 2014. With the quick spread of smart mobile devices as iPhone, ipad and android and new apps constantly being developed, there is no doubt the mobile internet advertising will experience great growth in next years.With the vigorous development of the mobile internet advertising, the forms of mobile internet advertising are also converted from text message, MMS advertising, web ads to mobile location service advertising, mobile software advertising. The mobile internet advertising in this article refers specifically to the one based on geographic location services. Because this kind of advertising is mostly eye-attracted, generally accepted and having a good development trend.At present, neither in the domestic nor foreign academic circles, few researches utilized UTAUT model to analyze new technology advertising. This thesis, based on UTAUT model, combined with theories on "consumption experience", "Precision marketing", "perceived risk" and "advertising attitude", established the model of consumers accepting mobile internet advertising. Empirical research results reveal that the variables in the model all have direct or indirect influences on the intension to use mobile internet advertisings. These variables rating with the descending order of influencing degree are expected performance, consumption experience, advertising attitude, individual innovation, social influence and perceived risk. Effort expectation and advertising precision do not affect intent to use directly. Performance expectation plays a mediating role in effort expectation affecting intent to use, and advertising precision influences intent to use with the mediating variable of consumption experience.This thesis was divided into seven chapters. The first chapter includes the research background, significance, method, process, and so on. The second chapter presents both domestic and foreign research progress on UTAUT model. The third chapter presents the present situation and issues on mobile internet advertising. In the fourth chapter, the factors affecting intent to use mobile internet advertising were analyzed. Chapter 5 designed the research and verified the hypotheses. Chapter 6 correspondingly presents the strategies of developing and promoting mobile internet advertising. The last chapter proposed research conclusion and future research on this topic.