How do Japanese consumers perceive wireless ads? A multivariate analysis

This article explores the formation of Japanese mobile users’ attitudes to pull-type wireless advertising and their willingness to ‘click’ such ads.

How Do Japanese Consumers Perceive Wireless Ads?

A multivariate analysis

Shintaro Okazaki Autonomous University of Madrid, Spain

INTRODUCTION

In 1999, the largest mobile operator in Japan, NTT DoCoMo, launched 'i-mode', which offers a broad range of...