Antecedents of Consumer Acceptance of Mobile Television Advertising

Through a questionnaire survey, this study identifies and investigates seven antecedents of consumer acceptance of mobile TV advertising. Negative factors include intrusiveness, lack of trust in the advertiser, and excessive frequency; positive influences include enjoyment, originality, value, and relevance. The study proposes and validates two measurement models of these antecedents and provides insights into the most influential factors of consumer acceptance. Excessive frequency of advertisements and lack of trust in the advertiser present the two largest obstacles to consumer acceptance of this medium, while the entertainment aspects of advertising offer the major positive factors in gaining acceptance. The study recommends that mobile TV advertising stakeholders focus on achieving appropriate frequency, overcoming lack of trust in the advertiser, and providing enjoyment and originality, as these are the largest contributors to higher consumer acceptance.