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With the advent of the 3G era, the broad prospects for its great value for China's mobile advertising market is increasingly prominent. According to Google, is expected in 2010, the mobile advertising rates will be more than online advertising rates, indicating that the prospects for the development of the mobile advertising can not be ignored. However, the relevant laws and regulations of China's mobile advertising remains to be improved, resulting in a small number of misuse of mobile advertising, even higher risk to the development of mobile advertising is expected. Is not conducive to the future development of mobile advertising, therefore, caused by regulatory agencies and their academic attention, targeted empirical research done in this area with the theoretical value of the development of mobile advertising and its practical significance. First, learn the attitude of the Internet advertising model, the establishment of a theoretical model of the users of mobile advertising attitude. Questionnaire to collect sample data, application SPSS 17.0 statistical software to test the reliability and validity of the questionnaire, the use of structural equation modeling their hypothesis testing. The verification results are as follows: mobile advertising, entertainment, credibility and personalization of the user's mobile advertising attitude is positive, the intrusive negative information is not significant, and the attitude of the users of mobile advertising their behavioral intention is positive and significant, can be a good predictor of behavioral intention of users on the use of mobile advertising. Subsequently, the impact of mobile advertising attitudes personalized in-depth analysis, combined with the research of Stephen Shaoyi Liao, film industry, for example, analysis of the personality factors affect the users of mobile advertising attitude. Questionnaires to understand the use of mobile phones and mobile advertising, its users personal preferences movie. Organize the data collected, and a detailed description describes. Through the collected questionnaire reliability and validity testing their data analysis, to explain the personalized part of the user, are important factors. Finally, the attitude can well predict the user's behavior will, and many factors affect user attitudes Therefore, the part of the from IT application point of view, based on social norms theory and technology acceptance model, the establishment of the users to use mobile advertising model of behavior will , is an important complement to the attitude of the model. Meanwhile, the reference Venkatesh and Davis, explain the theory of the user's experience level, as a regulating variable, the level of experience of the user to analyze the user's level of experience, and the effect on the user's psychological perception. The results of empirical research shows that the level of experience of the user has a certain impact on the user's psychological perception and attitude of the user's mobile advertising behavioral intention is significantly positive, can predict the usage behavior and willingness. These will help guide the healthy development of the mobile advertising market.
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