| Summary: | 碩士 === 元智大學 === 資訊傳播學系 === 98 === Mobile phones could send not only text messaging by SMS (Short Message Service) but also multimedia content such as pictures, ring tones, music and videos by MMS (Multimedia Messaging Service). MMS now emerges as a new popular advertising medium. The study attentions to how information presentation and personal involvement interlinked to advertising effects.
This study employs the “Dual-Coding Theory” theorefical framework for study discusses the effect of four types "text", "text & graphics", “text, graphics & sound", "video" of multimedia messagingon advertising effects "including advertisement memory", "advertisement attitude" , "purchase intention" , "website-linking intention". This study also investigates now personal involvement impact on advertising effects.
This study finds, the effects of multimedia presentations are greater than the effects of Mono-media presentation("text"). When the level of multimedia is higher, the effect of advertising is better.The interference effect of consumer involvement types on advertising, the results show that the consumer involvement on advertisement (no matter high or low) will not make a significant difference interference effects on advertising effects, advertisement memory, purchase intention and website link intention. But only make a significant difference interference effects on advertisement attitude.
Accordingly, we may conclude that the multimedia presentations to get the better effects on mobile advertising. And the multimedia presentations also could affect the different involvement consumers to make a significant difference on advertisement attitude.
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