| Summary: | 碩士 === 朝陽科技大學 === 企業管理系碩士班 === 98 === The purpose of this study is to examine the influencing factors of short message service (SMS) on advertising effect, including audience’s cognition of advertising headlines, appearls of SMS in cell phone and audience’s involvement. In a between-subjets experiment, 480 students from two universities in the middle of Taiwan responded to questionnaires designed to measure their perceptions after they received the experimental SMS. The experimental products were digital cameras and ringing tones.The findings indicate that within digital cameras, the advertising effects of directpromise headlines of SMSs are better than interrogative headlines and injunctive headlines. In contrary, within ringing tones, there are no differences on the advertising effects between headlines of SMSs. We also find that there are a few interaction effects caused by audience’s involvement. Finally, some theoretical, managerial implications and future researches are also discussed.
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