Impacts of Mobile Advertising Content and Dissemination Technique on Consumer Attitudes and Intention Toward Mobile Advertising

• Main Authors: Jing-Rung Hung, 洪靜蓉
• Other Authors: Jia-Rong Wen
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/54637263220850150491

碩士 === 樹德科技大學 === 資訊管理研究所 === 97 === Mobile advertising offers great opportunities for businesses. Mobile advertising activities supported by mobile devices allow mobile operators and advertiser to directly communicate with their consumers without space and time. It includes time, mobility, personalized, and location-based contact with consumers, mobile advertising has become a new new medium with consumers. However, most consumers have reservation about mobile advertising because of irritation and credibility reasons. Mobile operators and advertiser/agent are exploring mobile advertising marketing strategies to amplify the effect of mobile advertising. The main purpose of this study includes: the consumers’ attitude toward advertising to the content, location-based , and test relationships in attitudinal and behavioral models.