Research into Consumers’ User Acceptance Willingness of Mobile Advertising

Mobile internet is being used by countless people. But how to design the applications after all can make customers accept it more easily? In various mobile internet applications, mobile advertisement is facing rapid development trends and various inevitable problems, and becomes a typical mobile internet application. So it is necessary to carry out a deep research into its user acceptance willingness. Based on the discussion of definition, characteristics, types and business model of mobile advertisements, this paper establishes a consumer acceptance model with UTAUT as the base model, and an empirical study is given as well.