| Summary: | 碩士 === 國立成功大學 === 電信管理研究所 === 91 === Advertisement is an important tool for product promotion. With the soaring development of wireless communication, mobile terminals, such as mobile phone or PDA, have gradually become a new medium of advertising message. Although this kind of advertisement communicating with physical environment has not been popular yet, it indeed reveals numerous chances for companies to earn profits. Therefore, it becomes very important for advertising companies to find the most suitable mobile advertisement model.
However, what does mobile advertisement look like? Pop-up window or banner? Will the use of multimedia have the positive or negative effect on advertisements? Will interacting with physical environment actually bring to a better result? Besides, will audience with different product involvements lead to different effects? To analyze these important issues, we take the customer’s view and use experimental design to figure out the relations among advertising exposure, multimedia effect, interacting with environment, and product involvement.
We, firstly, review some references about internet and mobile advertising to develop our hypotheses. Then, verifying these hypotheses by experimental design to develop the conclusion and practical suggestion. It is found that: 1. forced level exposure has effect on advertising intrusiveness. 2. Use of multimedia has a positive impact on advertising persuasion, and low force level will cause a more obvious result. 3. As for advertisement interacting with environment, forced-level exposure has effect on advertising intrusiveness. 4. Product involvement doesn’t change the relation between force level and advertisement effect. 5. Multimedia will positively or negatively influence advertising persuasion, depending on the audience’s product involvement. 6. Product involvement interfering in the relations between force level and advertising persuasion will depend on whether the advertisement interact with environment or not.
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