The Importance of Personalization in Affecting Consumer Attitudes toward Mobile Advertising in China.
David XuStephen S. Y. LiaoHeng TangPublished in: ACIS (2005)
Keyphrases
- attitudes toward
- mobile advertising
- internet advertising
- hong kong
- statistically significant
- college students
- high school
- computer technology
- computer assisted language learning
- perceived usefulness
- gender differences
- survey instrument
- computer usage
- academic achievement
- electronic commerce
- positive attitude
- web based instruction
- learning objects