Abstract
This study aimed to identify antecedents of smartphone users’ attitudes toward mobile video advertising. Specifically, this study examined the impact of various perception factors by proposing perceptions of usefulness and entertainment offered by mobile video advertising as perceived benefits, whereas proposing privacy concerns and perceived intrusiveness experienced by being exposed to mobile video advertising as perceived costs. In addition, this study investigated the impact of smartphone users’ general perceptions toward advertising in general on their attitudes toward mobile video advertising. Via hierarchical regression, this study further investigated a moderating effect of mobile video usage on the relationship between the preceding perception factors and mobile video advertising attitude. Results indicate that attitude toward advertising in general, as well as perceived usefulness and entertainment, had significant, positive effects on attitude toward mobile video advertising, while perceived intrusiveness had a significant, negative effect. Moreover, mobile video usage interacted with both privacy concerns and perceived intrusiveness to influence mobile video advertising attitude.
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