| Summary: | 碩士 === 國立交通大學 === 管理科學系所 === 92 === With increasing popularity of wireless network and mobile communication, mobile advertising has become a new communication channel with consumers. It includes direct, personalized, and location-based contact with consumers. Most consumers, however, have reservation about mobile advertising because of privacy, security and creditworthiness reasons. Mobile operators and companies are exploring effective marketing strategies to amplify the effect of mobile advertising.
This study combines mobile advertising with multimedia to find out the relationship between advertising attitude and effect. The mediating effect of mobile communication and media experience of consumers have been taken into account. Hypotheses are analyzed via statistical techniques including: descriptive statistics, Cronbach α, MANOVA, factor analysis, Pearson’s correlation and regression analysis.
The major findings of this study include: (1) Consumers prefer pull mobile ad and the advertising effect to those of push mobile ad, especially the synergy between mobile ad and printed ad. (2) Consumers’ receptivity to mobile ad is significantly related to its reliability. In addition, the degree of usage is more likely to be linked with the informativeness. (3) Consumer’s attitude towards advertising in media and combining with mobile ad are correlated significantly. Hence, mobile operators and companies should find suitable media-integrated strategies depending on different sending types or receiving clusters. To improve consumer’s ad attitude and ad effect more effectively.
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