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摘要：移动广告的发展正在改变着人们的生活方式。蓝牙广告是一种工具，使营销人员获得消费者无论他们在哪里。蓝牙采用无线传输技术在一定的距离，对某些群体的广告。相对于传统的广告类型，蓝牙广告更方便，准确，无成本。然而，这种新型的广告也可能导致如垃圾邮件，技术难度大，移动设备之间的兼容性等问题，因此消费者的烦恼，本文旨在讨论了蓝牙广告的作用对消费者的烦恼，以及其他因素可能会影响消费者对蓝牙广告的接受。

代写英国硕士论文Consumer Acceptance of Bluetooth Enabled Advert: The Role of Annoyance
Table of Content

Abstract 2
1. Introduction 3
1.1 Background 3
1.2 Content of this paper 5
2. Literature Review 6
2.1. Introduction 6
2.2. Technology Acceptance Model 6
2.3. Mobile advertising 8
2.4. SMS advertising 9
2.5. Bluetooth Advert 11
2.8. Consumer Annoyance 13
2.8.1. Bluetooth spam 13
2.8.2. Technological problems 16
2.9 Conclusion 17
3. Determinants of consumers’ acceptance towards Bluetooth advertising acceptance 18
3.1 Age 19
3.2 Perceived usefulness 21
3.3 Attitudes toward using 23
3.4 Perceived ease of use 24
3.5 Trust 25
3.6 Consumer Annoyance 27
3.7 Summarization 27
4. Methodology 28
4.1. Focus group 29
4.2. Question List 30
4.3. Questionnaire 31
5. Results and Discussion 34
6. Conclusion 42
Reference 43
Abstract

The development of mobile sets is changing people’s lifestyle. It is now convenient to reach information that people need. Bluetooth advertising is a tool that enables marketers to access consumers wherever they are. Bluetooth uses wireless technology to transmit advertisement within certain distance and to certain groups. Compared to the traditional type of advertising, Bluetooth advertising is more accessible, precise and costless. However, this new kind of advertising can also cause consumer annoyance with problems such as spam, technical difficulties, compatibilities among mobile devices, etc. Hence, this paper aims to discuss the role of consumer annoyance for Bluetooth advertising, as well as other factors that may affect consumers’ acceptance of Bluetooth advert. After introducing the background of Bluetooth advert, this paper will present technology acceptance model (TAM), which will be used as the fundamental model of this research. This paper also sets up seven hypotheses to examine the influence of several critical factors (including perceived usefulness, age, attitudes toward using, perceived ease of use, trust, and consumer annoyance, which all derives from TAM) to consumers’ acceptance of Bluetooth advertising. Questionnaire will be designed to collect data that can quantity the above factors. A question list will also be used for organizing a focus group to discuss this topic. This paper will then use SPSS and SIMCA-P to calculate the variance, mean and other index of the data. A structural model using PLS method will be established to explore the relations among different factors. It turns out that consumer annoyance only has weak negative effect on the acceptance of Bluetooth advertising.

1. Introduction
1.1 Background

The burgeoning technological development is changing people’s lifestyle. Few decades ago, it was hard to imagine that mobile technology would now become one of the most important modes of communication (Kukulska-Hulme, Trxler, 2005). In addition, mobile Marketing has provided another channel for many businesses. Statistics show that in most Western countries, almost every individual has one mobile phone. The International Telecommunication Union (ITU) predicts that the number of mobile broadband subscripti本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。