Provide Context-Aware Advertisements with Interactivity

  • Qin Gao
  • Pei-Luen Patrick Rau
  • Gavriel Salvendy
Part of the Lecture Notes in Computer Science book series (LNCS, volume 4553)


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.


mobile advertising context-aware computing interactivity user experience 


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.


  1. 1.
    Chinese ministry of information technology: Annual revenue report of Wireless communication industry (2006)Google Scholar
  2. 2.
    McMillan, S.J., Hwang, J.-.: Measures of perceived Interactivity: An Exploration of Communication, User Control, and Time in Shaping Perceptions of Interactivity. Journal of Advertising 31(3), 41–54 (2002)Google Scholar
  3. 3.
    Coyle, J.R., Thorson, E.: The Effects of Progressive levels of Interactivity and Vivideness in Web Marketing Sites. Journal of Advertising 30(3), 65–78 (2001)Google Scholar
  4. 4.
    Steuer, J.: Defining Virtual Reality: Dimensions Determining Telepresence. Journal of Communication 42(4), 73–93 (1992)CrossRefGoogle Scholar
  5. 5.
    McMillan, S.J.: Interactivity is in the eye of the beholder: Function, perception, involvement, and attitude toward the web site, pp. 71-78 (2000)Google Scholar
  6. 6.
    Heeter, C.: mplications of new interactive technologies for conceptualizing communication, in Media Use in the Information Age. In: Salvaggio, J.L., Bryant, J. (eds.) Emerging Patterns of Adoption and Computer Use, Lawrence Erlbaum Associates, Hillsdale, NJ (1989)Google Scholar
  7. 7.
    Rafaeli, S., Sudweeks, F.: Networked Interactivity. Journal of Computer Mediated Communication [online] 2(4) (1997)Google Scholar
  8. 8.
    Lee, T.M.: The impact of perceptions of interactivity on customer trust and transaction intentions in mobile commerce. Journal of Electronic Commerce Research 6, 165–180 (2005)Google Scholar
  9. 9.
    Wu, G.: Perceived Interactivity and Attitude toward Web Sites. In: Proceedings of the American Academy of Advertising, pp. 254–262 (1999)Google Scholar
  10. 10.
    Cho, C.H., Leckenby, J.D.: Interactivity as a measure of advertising effectiveness: Antecedents and Consequences of Interactivity in Web Advertising (1999)Google Scholar
  11. 11.
    Yoo, C.Y., Stout, P.A.: Factors Affecting User’s Interactivity with the Web site and the Consequences of User’s Interactivity. In: Conference of the American Academy of Advertising (2001)Google Scholar
  12. 12.
    Kaasinen, E.: User needs for location-aware mobile services. Personal and Ubiquitous Computing 7, 70–79 (2003)CrossRefGoogle Scholar
  13. 13.
    Hristova, N., O’Hare, G.A.: Ad-me: Wireless Advertising Adapted to the User Location, Device and Emotions. In: HICSS 2004. Proceedings of the 37th Annual Hawaii International Conference on System Sciences, vol. 9(9), IEEE Computer Society, Los Alamitos (2004)Google Scholar
  14. 14.
    Dey, A. and Abowd, G.: Towards a Better Understanding of Context and Context-Awareness. In: Proceedings of the 1st international symposium on Handheld and Ubiquitous Computing, Karlsruhe, Germany (1999)Google Scholar
  15. 15.
    Kannan, P., Chang, A., Whinston, A.: Wireless Commerce: Marketing Issues and Possibilities. In: HICSS-34. Proceedings of the 34th Annual Hawaii International Conference on System Sciences, vol. 9(9), IEEE Computer Society, Los Alamitos (2001)Google Scholar
  16. 16.
    Shimp, T.A.: Advertising Promotion. Dryden Press, Orlando (2000)Google Scholar
  17. 17.
    ThaeMin, L., JongKun, J.: Contextual Perceived Usefulness? Toward an Understanding of Mobile Commerce Acceptance. In: ICMB 2005. Proceedings of the International Conference on Mobile Business, IEEE Computer Society, Los Alamitos (2005)Google Scholar
  18. 18.
    Haekkilae, J., kkil, Maentyjaervi, J.: User experiences on combining location sensitive mobile phone applications and multimedia messaging. In: Proceedings of the 3rd international conference on Mobile and ubiquitous multimedia, ACM Press, College Park, Maryland (2004)Google Scholar

Copyright information

© Springer-Verlag Berlin Heidelberg 2007

Authors and Affiliations

  • Qin Gao
    • 1
  • Pei-Luen Patrick Rau
    • 1
  • Gavriel Salvendy
    • 1
    • 2
  1. 1.Department of Industrial Engineering, Tsinghua University, Beijing 100084China
  2. 2.Department of Industrial Engineering, Purdue University, Indiana, 47907-2023US

Personalised recommendations