Factors affecting the use of smartphone advertising : a study from young consumers` perspective in Malaysia

Abstract

This study examines factors affecting the use of smartphone advertising among smartphone users in Malaysia. Data were collected 340 structured questionnaires among young smartphone users in Klang Valley. This research proposes a conceptual model based on the Theory of Technology Acceptance Model (TAM) and The Theory of Planned Behaviour (TPB). It investigates the impact of the perceived usefulness, perceived ease of use, and subjective knowledge on attitude towards smartphone advertising and finally the impact of attitude towards smartphone advertising on smartphone advertising use. To test the validity of the constructs and the goodness of the proposed hypothesised model, factor analysis and structural equation modelling (SEM) were used. The findings of this study indicate that the constructs used in this research; perceived usefulness, subjective knowledge and attitude towards smartphone advertising can be applied to measure the smartphone advertising use among young consumers in Malaysia. The empirical findings support three out of four propositions in this study. Perceived usefulness and subjective knowledge exhibited a significant impact on attitude towards smartphone advertising and a significant impact of attitude towards smartphone advertising on smartphone advertising use. The research findings are valuable for marketing managers who are using smartphone advertising as a medium to reach customers in both the short and long term.