Factors Affecting Consumer’s Perceived Advertising Value and Attitude toward Mobile Advertising: Focus on Company-factors and Consumer-factors

Consumer's attitude toward mobile advertising has drawn lots of attention for a long time. Previous studies verified and emphasized that consumer’s attitude toward mobile advertising is significantly affected by the perceived entertainment, informativeness and credibility of an advertisement which affect the way consumers evaluate it. However, the general attitude toward how advertising manifests itself is not only through perceived advertisement value but also through factors from implementation process and consumers themselves such as the form of advertisement, agreement between company and consumer, involvement of consumers by the amount they pay to mobile advertising and their experience of using mobile advertisement for shopping. Thus, the aim of this study is to enlighten the role of company-factors and consumer-factors which may affect consumer's perceived advertising value and attitude. Based on the results of this study, some proposals were given to the mobile marketing managers for implementation.