An Empirical Study Of Consumer Mobile Applications Built-in Advertising Attitude

The mobile application built-in advertising refers to advertising embedded in themobile application. The form of the vast majority of this ad is embedded in the freeapplication, the general performance is on the top or the bottom of the screen, or onboth sides of the banners.The accelerating of the development of3G networks andintelligent mobile phones will arose more and more smart phone users. Accordingly,a wide range of mobile phone applications are emerging so that the importance ofbuilt-in advertising of mobile phone applications has became increasingly prominent.The development of built-in advertising of mobile phone applications is rapidly,but the academic research has lagged far behind, only a few related research hasfound and in-depth study is almost zero. In a word the research of built-in advertisingof mobile application is an urgent need.Given the lack of existing research, this article trying to reveal the followingfindings through research:1consumer’s attitude of mobile applications users toward the built-inadvertising of mobile applications;2the main factors affect consumers attitude toward built-in advertising ofmobile applications;This paper adopt empirical research methods mainly. Specifically, this study usesthe attitude measurement scale as the primary measurement by issuing thequestionnaire on the net.Totally,517questionnaires is valid. Due to the descriptive statistical analysis ofthe517valid questionnaires, this paper confirmed the main attitude of the userstoward built-in ads of mobile applications. And also identified the main impact ofusers attitude toward built-in ads of mobile applications through correlation analysisand regression analysis.This study found that the overall attitude of the consumer toward the built-inads of mobile applications is in the upper level. The main factors affectingconsumers attitude towards built-in ads of mobile application are in the following order:"credibility">"interactive">"entertaining">"interests">”interference ".This paper has both theoretical and practical significance:For theoretical significance, built-in ads of mobile applications related academicresearch is almost zero, the emergence of this article may be used as the first depthof scholarly articles that arose more academia research, then gradually rich and formtheoretical system of built-in ads of mobile applications research.The practical significance of this study confirm the five main factors that affectconsumers’ attitude toward built-in ads of mobile applications:"credibility","interaction","interference","entertainment" and "interests", as well as the order ofthe influence the strength:"credibility">"interactive">"entertainment">"interests">"interference". This paper also confirmed that these five factors’ correlated relationswith users’ attitude. For those advertisers and advertising agents of built-in ads ofmobile applications,this paper has guiding practice, this will make them clear the likeof consumers of built-in ads and pay attention in future campaign.