DIGITAL READINESS INFLUENCE ON MOBILE ADVERTISING ACCEPTANCE AMONG MILLENNIALS
This research explores influences of digital readiness on acceptance of mobile advertising. Millennials generation is used as object for this research considering their closeness to digital technology. Digital readiness is tested if it can become the antecedent of TAM. Since the context used is mobi...
Saved in:
| Main Author: | |
|---|---|
| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/21838 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | This research explores influences of digital readiness on acceptance of mobile advertising. Millennials generation is used as object for this research considering their closeness to digital technology. Digital readiness is tested if it can become the antecedent of TAM. Since the context used is mobile advertising, adoption of technology is changed to acceptance because people are more likely accepting mobile advertising rather than adopting. This research constructs new model based on readiness theory and Technology Acceptance Model (TAM) using survey that personally distributed to young Millennials who covers several regions in Java. The data is examined and evaluated through Structural Equation Modelling (SEM). Results of this research is that digital readiness has strong influence towards mobile advertising acceptance among Millennials. This research also compares results based on the age group of Millennials and generates different results on correlations between variables. In conclusion, Millennials in Java have readiness in terms of beliefs and abilities on accepting mobile advertising among them. Nevertheless, their behaviors on accepting mobile advertising are different between age groups. Marketers can use the results as their consideration to set the strategy for different segment of Millennials. |
|---|