| Summary: | 碩士 === 元智大學 === 管理研究所 === 97 === With the mobility technology’s progress, in addition to SMS, MMS has become one of the well-known service for message application. We can only send pure text via SMS, but now we can send multimedia contents, such as picture, voice, video via MMS. It will promote the development of mobile advertising.
The wider use of massaging service – SMS & MMS , increase the quantity of the mobile advertising. Some unscrupulous operators send a lot of spam advertising without screening. It really causes some problems and reduces the effect of the advertising. Therefore, this research tries to dig out the internet digital content which is attached with advertising transfer to mobile handset. You can send out multimedia content at the same time via MMS . We try to show the ads by adopting the digital content, and hope it can bring up a new way for the supplier to find a new business opportunity. For carriers, in this way, it should be rapidly increase utilization rate of MMS in the commercial marketing.
This study is consisted of two parts: the first part is to understand the reason why consumers can accept this new type of mobile ads. The digital content, advertising type, and size of the device’s screen will become the factor of this research, and to explore the cause and impact factor between ads effectively and anti-attitude; meanwhile, we use PLS to review the ads’ effectiveness, anti-attitude, and relationship between these advertising effect relationship between the path of the mode line
In the second part, we use the "action mode technology (TAM)" which is proposed by Davis (1986), and add Fishben and Ajzen’s (1975) "theory of planned behavior (TPB)" model of behavior control perception to explore if the new patterns of action broadcast advertising methods will affect users’ attitude toward the digital content transmission MMS. We use PLS to analyze its mode line path (Path) relations, and we obtain the following findings: (1) The mobile ads’ "perceived usefulness" and "perceived ease of use" have a significant impact on consumers’ "the use of the attitude of". (2) The mobile ads’ "the use of attitude" and "perceived behavioral control" have a significantly positive impact on consumers’ "acts of intention".
|
|---|
