Wireless Personal Communications

, Volume 69, Issue 3, pp 1055–1065 | Cite as

Factors Affecting Consumer Acceptance Mobile Broadband Services with Add-on Advertising: Thailand Case Study



There are two methods for mobile advertising: SMS and broadband advertisement. Previously SMS is the most common way of mobile advertising. Previous researches on consumer acceptance have been focused on SMS advertisement. This paper aims to identify factors that influence consumer’s intention to accept mobile broadband services with add-on advertising. As theory of reasoned action (TRA) has been widely used to explain user behavioral intension in previous researches, we proposed extended TRA by including six factors for testing adoption of mobile broadband services with add-on advertising: Perceived Value, Contextual Awareness, Trust, Solidarity, Familiarity and Effect. The proposed model has been tested on selected Thai mobile broadband user communities. The results from 61 valid responses during 2 weeks time period found that attitude toward mobile advertising and subjective norms have weak significance on user intention to accept add-on advertising. It is also found that Perceived value has higher significant than other proposed factors. With the proposed model, it is possible for advertisers to create an effective and pertinent mobile broadband advertising.


Extended theory reasoned action Mobile adverting Mobile marketing Consumer acceptance Mobile broadband services Attitude toward advertising 



The author acknowledges reviewers for their review and for all valuable comments that improved the paper. We also thank the editor of this journal for valuable suggestions.


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Copyright information

© Springer Science+Business Media New York 2013

Authors and Affiliations

  1. 1.Requirements Engineering Laboratory, School of Information TechnologyKing Mongkut’s University of Technology ThonburiBangkokThailand

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