The Relationship between M-service Commitment, Positive Affect, and Mobile Advertising Acceptance: Mediating Effects of Experience and Credibility

Abstract

Background/Objectives: Thecurrent study investigatesthe effectofpositiveaffectonthe mobile advertising acceptance through mobile credibility and user experience.

Methods/Statistical analysis: The 301 Korean undergraduate students participated in the survey research. We collected data from a quota sampling method based on demographics. CFA was conducted to investigate the research constructs. To examine the structural relationships of the research variables, we performed a path analysis and the PROCESS procedure using bootstrapping method with 95% confidence intervals.

Findings: Theresultinourstudyrevealed thattheproposedmodelwasadequate fit to the data. Our results represented that thedirecteffectofpositive affect on mobile advertising acceptance was significant, and the indirect effect of consumers positive affect through ad credibility was also significant. Additionally, m-service commitment was directly related to consumers positive affect and perceived credibility of mobile advertising. However, we did not find the indirect effect of positive affect on mobile advertising acceptance through mobile advertising experience. The results of this study imply that consumers positive affect can reduce privacy concerns in m-commerce transactions.

Improvements/Applications: Further researchshouldconsidervariousm-commerceplatforms,suchassocial networking services and branded apps, which may provide new findings.