A Comparative Study of American and Chinese Young Consumers’ Acceptance of Mobile Advertising: A Structural Equation Modeling Approach

Hongwei Yang, Liuning Zhou and Hui Liu

A Web survey of American college students was conducted in April 2009 and a paper survey was administered to college students at four Chinese public universities in May and June, 2009 to test a model of mobile advertising developed by Merisavo, Kajalo, Karjaluoto, Virtanen, Salmenkivi, Raulas, & Leppäniemi, (2007) in which five factors (utility, context, control, sacrifice and trust) predict consumer acceptance of mobile advertising.

A Comparative Study of American and Chinese Young Consumers' Acceptance of Mobile Advertising: A Structural Equation Modeling Approach

Hongwei Yang, Liuning Zhou and Hui Liu

Abstract:

A Web survey of American college students was conducted in April 2009 and a paper survey was administered to college students at four Chinese public universities in May and June, 2009 to test a model of mobile advertising developed by Merisavo, Kajalo, Karjaluoto, Virtanen, Salmenkivi, Raulas, and Leppäniemi, (2007) in which five factors (utility, context, control, sacrifice and trust) predict consumer acceptance of mobile advertising. Structural equation modeling was employed...

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