Charnsak Srisawatsakul

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1 Measuring Thai Consumers Acceptance Of FreeApplication Advertisement In Android And ios Device: A Conceptual Model Charnsak Srisawatsakul Requirement Engineering Laboratory, School Of Information Technology, King Mongkut's University of Technology Thonburi, Bangkok, Thailand. Photo Design by: Robert Davis March 06, 2012, The international conference "Technology, Telecommunication and Problem Based Learning., Mae Fah Luang University, Chiang Rai 57100, Thailand.

2 Outline Smart Device Market trends Adver5sing On Mobile Mobile Applica5on Pla;orm Free Applica5on Mobile Adver5sing Related Work Proposed Model Future Work and Conclusion

3 Smart Devices Market Trend Significant show that Rapidly increase of Smartphones users Users Decline in Feature phones Other device mean tablet pc such as ipad, Galaxy Tab, HP Touchpad etc. Source:

4 Smart Devices Market Trend Cont. ios and Android become the major players of Smartphones OS Android become the leader Any member of Open Mobile Alliance can make an android phone Other operating system show significant decline by consumer Source:

5 Smart Devices Market Trend Cont. What about Thailand? 1 in 2 Ne5zens in Thailand without a Smartphone Intend to Buy One in 2011: Nielsen Male Ne5zens and those under 20 years old show higher tendency to buy Source:

6 Abstract Advertising on mobile has become more concerned since Numerous of previous research frameworks related to acceptance of mobile marketing and service have yielded. Most of them focused on text-based advertising such as SMS or MMS. Since free application advertisements have distinctive characteristics additional from erstwhile mobile advertising. This paper proposed a conceptual framework for measuring Thai consumers acceptance of free-application advertisement targeting two most widespread smart phone operating system, Android and ios device users. The framework extended from The Unified Theory of Acceptance and Use of Technology (UTAUT) by adding trust, and Utilization of contextual information to make it more compatible with constraint of free-application advertisement.

7 Mobile Application Platform Consumers can download and install latest software by themselves with a few clicks via Mobile Application Platform Android Market Over 400,000 Apps (PC World Jan, 2012) ios App Store Over 500,000 Apps (App Store 2012) Windows Phone Market Place Over 70,000 Apps (allaboutwindo wsphone.com) Other BlackBerry App World Nokia Ovi Store

8 Application that user can download and use for free Developer get revenue from other sources Free Applications Donation Selling advance feature Games items Advertisement Picture Source:

9 Mobile Advertising Any collection of text, graphics or multimedia content displayed and accessible inside of an application for the purposes of promoting a commercial brand, product or service - Mobile Marketing Association (MMA)

10 Mobile Adver5sing Type Jung woo Lee et al (2009) categorized the mobile adver?sing as below: Jung woo Lee, Choong sik Lee, Yong suk Park (2009) Research on the Adver?sement Effect of Push Type Mobile Adver?sement. Coopera?on and Promo?on of Informa?on Resources in Science and Technology, COINFO '09. Fourth Interna?onal Conference on, vol., no., pp , 21-23

11 Free Application Advertising Buy movie ticket one get one free by DTAC Display a banner aside application s screen Consist of multimedia Can be location base. Can be related to application. What is the type of free apps advertisement? Pull Type Mixed: Location+ Multimedia + Time + coupon etc.

12 Free Application Advertising Cont. Not only in Smartphones but also on tablet

13 Related Work Mobile advertising acceptance empirical studies started in 2002 Barwise and Strong Focus on Short Text Message (SMS) in UK. More research on mobile marketing also focus on SMS advertising Carroll, A., Barnes, S.J., Scornavacca, E. (2005), Consumers perceptions and attitudes towards SMS mobile marketing in New Zealand Xiao Shuang (2011). Consumer adoption of mobile advertising: An empirical investigation among China users Rajala, R., Westerlund, M., (2010) "Antecedents to Consumers' Acceptance of Mobile Advertisements - A Hierarchical Construct PLS Structural Equation Model. Jung woo Lee, Choong sik Lee, Yong suk Park (2009) Research on the Advertisement Effect of Push Type Mobile Advertisement Etc.

14 Why old studies frameworks are not suitable? 1. In-application advertisement has completely different characteristics comparing with SMS based advertisement location enabled MultiMedia, Banner, Movie Etc. Interactive which is the most studied in previous literatures. 2. Thai consumers have different culture from other country. Marketers, developer, and venders need to have different marketing strategy from other country - Im, I., Hong, S., & Kang, M. S. (2011). 3. Smartphone and telecommunication technology has been improved. Some aspects are not effect any more. High speed wireless connection such as wireless boardband, 4G, WiMAX etc. Smartphones have dual core processor Content has changed. Sounds, movies, pictures combination

15 The Unified Theory of Acceptance and Use of Technology (UTAUT) A popular framework that use to measure the behavior intension to use Information Technology Developed by Venkatesh et al (2003)

16 The Unified Theory of Acceptance and Use of Technology (UTAUT) Cont. Performance Expectancy - the degree to which an individual believes that using the system will help him or her to attain gains in job performance. Effort Expectancy - the degree of ease associated with the use of the system. Social Influence - the degree to which an individual perceives that it is important others believe he or she should use the new system. Source: Venkatesh et al (2003)

17 The Unified Theory of Acceptance and Use of Technology (UTAUT) Cont. Facilitating Condition - the degree to which an individual believes that an organizational and technical infrastructure exists to support use of the system. Four moderating variables, namely: gender, age, voluntariness of use, and experience.

18 Extended Model to Measure Free A. Trust Application Advertisement Trust is an integral component in many kind of human interaction allowing people to act under uncertainty and with the risk of negative consequences - Artz, D et al 2007 Free apps advertising need interaction. Giving sensitive information such as Location, Contact, , etc. to the application need trust Consumers need trust to accept the advertisement in Free Application

19 Extended Model to Measure Free Application Advertisement Cont. B. Utilization of contextual information The mobile advertising will benefit from different time, place, and consumers Merisavo, M. (2007) Time and place become concerned for mobile user People carry their mobile device all the time They access Internet, using games, application many time a day Consumers need Utilization of contextual information to accept the advertisement in Free Application Example. Advertisement shows in free apps related to apps category Advertisement shows in free apps related to user s current location

20 Extended Model to Measure Free Application Advertisement

21 Future Work & Conclusion Carried out an empirical study to test and validate the conceptual model This paper has done the follow: Review, analyses, compare and explains existing literatures that related to consumer acceptance of mobile marketing. Found that existing models are not suitable for measuring Thai consumers acceptance for free-application advertisement characteristics of advertisement different in culture in country improvement of mobile and telecommunication A new conceptual framework has been proposed by extended the original UTAUT model. Trust utilization of contextual information

22 End Of Presentation Thank you!

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