Abstract
The purpose of this study was to build a conceptual model of relevance and to receive context to mobile advertising by the mobile media, ‘the fifth media’, which is quite a new topic. In this study, the most important factors in avoidance of mobile advertisement were identified by focus group discussion, and then two experiments were conducted to test the conceptual model. The results showed that the relevance could significantly affect users' advertising avoidance by reducing perceived intrusiveness and by increasing advertising recall and advertising attitude, resulting in significantly higher reactance. Receiving contexts with high-cognitive workloads leads to significantly shorter advertising reading time and recall, higher perceived intrusiveness, and behavioural avoidance and reactance. There is no interaction between relevance and receiving context. The findings addressed and provided several conceptual and managerial implications on advertising in mobile phone industry.
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