naa a22 4500 510794653 CHVBK 20180411083332.0 cr unu---uuuuu 180411e20130401xx s 000 0 eng 10.1007/s11277-013-1065-4 doi (NATIONALLICENCE)springer-10.1007/s11277-013-1065-4 Factors Affecting Consumer Acceptance Mobile Broadband Services with Add-on Advertising: Thailand Case Study [Elektronische Daten] [Charnsak Srisawatsakul, Borworn Papasratorn] 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 2weeks 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. Springer Science+Business Media New York, 2013 Extended theory reasoned action nationallicence Mobile adverting nationallicence Mobile marketing nationallicence Consumer acceptance nationallicence Mobile broadband services nationallicence Attitude toward advertising nationallicence Srisawatsakul Charnsak Requirements Engineering Laboratory, School of Information Technology, King Mongkut's University of Technology Thonburi, 10140, Bangkok, Thailand aut Papasratorn Borworn Requirements Engineering Laboratory, School of Information Technology, King Mongkut's University of Technology Thonburi, 10140, Bangkok, Thailand aut Wireless Personal Communications Springer US; http://www.springer-ny.com 69/3(2013-04-01), 1055-1065 0929-6212 69:3<1055 2013 69 11277 https://doi.org/10.1007/s11277-013-1065-4 text/html Onlinezugriff via DOI 1 research-article jats NATIONALLICENCE 856 40 https://doi.org/10.1007/s11277-013-1065-4 text/html Onlinezugriff via DOI NATIONALLICENCE 700 1- Srisawatsakul Charnsak Requirements Engineering Laboratory, School of Information Technology, King Mongkut's University of Technology Thonburi, 10140, Bangkok, Thailand aut NATIONALLICENCE 700 1- Papasratorn Borworn Requirements Engineering Laboratory, School of Information Technology, King Mongkut's University of Technology Thonburi, 10140, Bangkok, Thailand aut NATIONALLICENCE 773 0- Wireless Personal Communications Springer US; http://www.springer-ny.com 69/3(2013-04-01), 1055-1065 0929-6212 69:3<1055 2013 69 11277 Metadata rights reserved Springer special CC-BY-NC licence nationallicence BK010053 XK010053 XK010000 NATIONALLICENCE NATIONALLICENCE NL-springer