Does Anybody Read SMS-Advertising? A Qualitative and Quantitative Study of Mobile Users' Attitudes and Perceived Ad-Clutter

被引：3

作者：

Gauzente, Claire ^{[1
,2
,3
]}

机构：

[1] Inst Polit Sci Rennes, Mkt & Org, Rennes, France

[2] ESC Rennes Sch Business, Rennes, France

[3] GRANEM Univ Angers, Angers, France

来源：

INTERNATIONAL JOURNAL OF TECHNOLOGY AND HUMAN INTERACTION | 2010年 / 6卷 / 02期

关键词：

SMS-Advertising; Avoidance Behaviour; Mobile Users; Perceived Ad-Clutter; Q-Study;

D O I：

10.4018/jthi.2010040102

中图分类号：

G25 [图书馆学、图书馆事业]; G35 [情报学、情报工作];

学科分类号：

1205 ; 120501 ;

摘要：

This study explores mobile users' perceptions about SMS advertising. The empirical study uses a double methodology. First, a qualitative study using the Q-method is conducted. Qualitative analysis reveals that negative attitudes are commonly shared, and that ad-clutter is perceived critically. Therefore, in a second step, a quantitative study is adopted to assess the impact of attitudes towards SMS advertising and perceived ad-clutter on reading behaviour. The main test is conducted over a representative sample of 302 mobile owners. From a behavioural standpoint, the results show ambivalent behaviour in most cases. In particular, the role of perceived ad-clutter is ascertained. Implications for practice and directions for future research are discussed.

引用

页码：13 / 29

页数：17