The appearance of smart phone creates new opportunities for mobile advertising. The new forms of mobile advertising have decreased the users¡¦ negative impression of short message service. What are the features of the new mobile advertisement? Why the users willing to spend more time on reading the advertisements? How to create a mobile advertisement with advertising effect?
In this research we attempts to find out the factors affecting the consumers¡¦ attitude toward mobile advertising, and the relationship between the attitude toward mobile advertising and advertising effect. We also try to observe the impact of the mediator, the method of opening a page on internet, on mobile advertising. There are four main results:
1. Entertainment, informativeness, and operation are the most important factors affecting consumers¡¦ positive attitude toward mobile advertising.
2. Informativeness¡Birritation and credibility are the most important factors affecting consumers¡¦ negative attitudes toward mobile advertising.
3. The attitude toward mobile advertising has a significant impact on advertising effect.
4. The moderating effect of the method of opening a page on internet between the relationship of the attitude toward mobile advertising and advertising effect is significant.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-1013111-154817 |
| Date | 13 October 2011 |
| Creators | Hou, Sheng-pei |
| Contributors | Hueimei Liang, Ping-Yi Chao, Tsuang Kuo |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-1013111-154817 |
| Rights | user_define, Copyright information available at source archive |
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