| Summary: | 碩士 === 國立東華大學 === 管理學院高階經營管理碩士在職專班 === 99 === With the trend of developing of high speed board network, growing of the mobile internet users and low-pricing of smart phone, advertising in mobile devices are about to bring new life style experiences to customers. The objective of this research was to investigate the impact of elements of mobile advertising message in advertising values. In order to measure the evaluating process of customers in the mobile advertising value, this research used the mobile advertising message characters of information, entertainment, interaction and individuals as independent variables, and the degree of involved advertising and the degree of tech-ready as the moderators. There were 312 valid samples which collected from web-based questionnaires. The study used multiple regression and hierarchical regression analysis to analyze data. The results indicated that the information, interest, interaction and individuals had the obviously positive influence on advertising value, and the moderators of the degree of involved advertising and the degree of tech-ready had the different advertising value cognitive under the interactions of the mobile advertising message characters. With the trend of cloud computing and digital convergence, smart mobile devices has made a sensation through the interactions between mobile devices and communication broadcasting services, as well as the mobile advertising, which will become a future star.
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