Digital Readiness and Acceptance of Mobile Advertising

Abstract

Current research suggests that individual readiness toward technology plays a significant factor in the acceptance of technology products and applications. However, the current measure of technology readiness is too general to be applicable to digital technologies and the accompanying disruption and lifestyle changes. We offer digital readiness that consists of attitudinal and action digital readiness as a specific measure of individual readiness toward digital technology. We tested the influence of both attitudinal and action digital readiness toward the acceptance of mobile advertising among 162 millennials aged between 17 and 24 years in Indonesia. The results show that digital readiness has a significant influence on the acceptance of mobile advertising among millennials. We contribute to the theory of the acceptance of digital mobile advertising by employing digital readiness within the technology acceptance model (TAM) model. Our managerial implications highlight mobile advertising strategies for targeting millennials.