Research on the Influential Factors of Mobile Advertising User Adoption

With the development of mobile social networking platform and Internet advertising, the problems like that flush spam and lower user acceptance have gradually emerged. Based on the research of references about mobile social advertising and user adoption and some others, the paper constructs a model of mobile social platform advertising user adoption based on UTAUT. We use the SPSS and AMOS software to analyze the questionnaire and interviews data, and the model was tested empirically. The results show that among those 15 users’ acceptance models, 13 of them embrace hypothetically tenable relationships between the model variables. Those 13 models can provide optimized solutions and the suggestion of creative show forms for mobile advertisement providers.