SMARTPHONE ADVERTISING PERCEPTION SCALE Respondent Number (For Ofcial Purpose) I am a student of University Business School, I am conducting a study on consumer perception towards mobile advertising among smartphone users in Panjab University. T he uestionnaire shall ta!e only "#$ minutes of your precious time. %ny information you provide will be solely used for academic purposes and the confidentiality of the same will be maintained at all times. &e than! you for your time and co#operation. 'o you use a smartphone, phone having ability to connect to internet and download apps ( )a* +es )b* o Statement SA A N D S D Entertainment I feel that receiving mobile advertisements is enjoyable and entertaining. I feel that receiving mobile advertisements is pleasant. Informativness I feel that mobile advertising is a good source for timely information. Mobile advertisements provide the information I need. Irritation I feel that mobile advertising is irritati ng. I feel that mobile advertisements are almost everywhere. Contents in mobile advertisements are often annoying. Credibility I use mobile advertising as a reference for purchasing. I trust mobile advertisements . Attitude Overall, I lie mobile advertising. Behaviour !hat do you do when you receive a mobile advertisi ng message" #$ic any one of following% & Ignore it completely ' Read it occasionally ( Read it af ter accumula ti ng t oo man y of t hem ) Rea d i t when I get t ime * Read it right away +ow much do you read the mobile advertising messages you receive" #$ic any one of following% & Not at all ' Read about a ua rt er of a message ( Read about half of a me ss ag e ) Read about t hr ee- uarter s of a message * Read the whole messag e Intention I am willing to receiv e mobile advertisements #$ic any one of following% & le ss th an one mes sa ge a day ' two messages a day ( three messages a day

Smartphone Advertising Perception Scale

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Employee benefits survey

Smartphone Advertising Perception ScaleRespondent Number(For Official Purpose)

I am a student of University Business School, I am conducting a study on consumer perception towards mobile advertising among smartphone users in Panjab University. The questionnaire shall take only 2-3 minutes of your precious time. Any information you provide will be solely used for academic purposes and the confidentiality of the same will be maintained at all times. We thank you for your time and co-operation.Do you use a smartphone, phone having ability to connect to internet and download apps (a) Yes (b) No StatementSAANDSD

Entertainment

I feel that receiving mobile advertisements is enjoyable and entertaining.

I feel that receiving mobile advertisements is pleasant.

Informativness

I feel that mobile advertising is a good source for timely information.

Mobile advertisements provide the information I need.

Irritation

I feel that mobile advertising is irritating.

I feel that mobile advertisements are almost everywhere.

Contents in mobile advertisements are often annoying.

Credibility

I use mobile advertising as a reference for purchasing.

I trust mobile advertisements.

Attitude

Overall, I like mobile advertising.

Behaviour

What do you do when you receive a mobile advertising message? (Tick any one of following)

1Ignore it completely

2Read it occasionally

3Read it after accumulating too many of them

4Read it when I get time

5Read it right away

How much do you read the mobile advertising messages you receive? (Tick any one of following)

1Not at all

2Read about a quarter of a message

3Read about half of a message

4Read about three-quarters of a message

5Read the whole message

Intention

I am willing to receive mobile advertisements: (Tick any one of following)

1less than one message a day

2two messages a day

3three messages a day

4four messages a day

5unlimited messages a day

Legend SA Strongly Agree | A Agree | N Neutral | D Disagree | SD Strongly Disagree

Personal Details

AgeBelow 18 Year18 24 Years25 30 Years31 35 Years36 41 Years41+ years

Tick for Age

GenderMaleFemale

Tick for Gender ->

Highest QualificationDoctoratePost Grad.GraduationSenior SecondarySecondary

Tick here ->

Household Income (Family)NilBelowRs. 90,000Rs. 90 Thousand Rs. 2 LacRs. 2 Lac Rs.10 LacAbove Rs. 10 Lac

Tick here ->

Other Information

1. Name - _______________________________________________________________2. Email ID _____________________________________________________________3. Phone Number - ________________________________________________________

Above questionnaire is reproduced from following studies Ume-Amen, M. (2010). INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS. IJCRB July Edition Vol .2, No. 3.Tsang, M. M., Ho, S. C., & Liang, T. P. (2004). Consumer attitudes toward mobile advertising: An empirical study. International Journal of Electronic Commerce, 8(3), 65-78.