Determinants of consumers’ attitudes toward mobile advertising: The mediating roles of intrinsic and extrinsic motivations

作者：

Highlights：

• Extrinsic motivation factors are timeliness, localization and personalization.

• Intrinsic motivation factors are consumer innovativeness and perceived enjoyment.

• Both intrinsic motivation and extrinsic motivation have mediate effects.

摘要

•Extrinsic motivation factors are timeliness, localization and personalization.•Intrinsic motivation factors are consumer innovativeness and perceived enjoyment.•Both intrinsic motivation and extrinsic motivation have mediate effects.

论文关键词：Mobile advertising,Timeliness,Personalization,Localization,Intrinsic motivation,Extrinsic motivation

论文评审过程：Received 3 February 2016, Revised 31 March 2016, Accepted 3 May 2016, Available online 26 May 2016, Version of Record 26 May 2016.

论文官网地址：https://doi.org/10.1016/j.chb.2016.05.024