Culture,Perceived Value,and Advertising Acceptance: A Cross-Cultural Study on Mobile Advertising |
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Authors: | Fang Liu Ali Kanso Yong Zhang Doina Olaru |
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Affiliation: | 1. University of Western Australia, Perth, Australia;2. fang.liu@uwa.edu.au;4. The University of Texas at San Antonio, San Antonio, TX, USA;5. Hofstra University, Hempstead, NY, USA |
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Abstract: | AbstractAdverting standardization has been widely discussed since 1990s. Recently, this discussion has been extended to mobile advertising. When it comes to adopt a standardization or localization strategy, it is important that marketers understand how mobile advertising is perceived in different markets. This study examines the impacts of four perceived values of mobile advertising on young Australian and Chinese consumers’ acceptance of mobile advertising. The findings suggest that perceived functional value have the most positive effect on mobile advertising acceptance, followed by credibility and interactivity value. Further analyses reveal that culture moderates the relationships between perceived values and advertising acceptance. |
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Keywords: | Mobile advertising advertising value advertising acceptance cross-cultural advertising Australia China |
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