The Influence of Personalization in Affecting Consumer Attitudes toward Mobile Advertising in China.
David Jingjun XuPublished in: J. Comput. Inf. Syst. (2006)
Keyphrases
- attitudes toward
- mobile advertising
- internet advertising
- hong kong
- statistically significant
- behavioral intention
- electronic word of mouth
- computer technology
- college students
- high school
- perceived usefulness
- computer usage
- recommender systems
- data mining
- cognitive style
- computer assisted language learning
- gender differences
- electronic commerce
- user profiles
- higher education
- social influence