Abstract
Interactivity and context-awareness are two salient features of mobile advertising, but their actual influences on advertising effectiveness have not been studied. This study attempts to understand expectations and concerns of Chinese mobile users hold for context aware advertising, and to investigate the influences of interactivity and context-awareness. A web-based survey and an experiment were conducted for the two purposes respectively. Results suggested that Chinese users generally hold a modestly positive attitude towards context aware advertisements; advertisements adapt to physical environment, geographic context, and purchasing history are desired; young people are more open to context aware advertisements. Their major concerns were irrelevant messages and information flood. The interaction between perceived interactivity and context awareness has a big effect on advertising effectiveness. For high interactivity advertisements, contextual offers of the advertisements result in more responses and better advertisement attitude. But for low interactivity advertisements, contextual offers incur more negative attitude and lead to lower purchase intention.
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Gao, Q., Rau, PL.P., Salvendy, G. (2007). Provide Context-Aware Advertisements with Interactivity. In: Jacko, J.A. (eds) Human-Computer Interaction. HCI Applications and Services. HCI 2007. Lecture Notes in Computer Science, vol 4553. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-540-73111-5_3
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DOI: https://doi.org/10.1007/978-3-540-73111-5_3
Publisher Name: Springer, Berlin, Heidelberg
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