| Summary: | 碩士 === 元智大學 === 經營管理碩士在職專班 === 99 === With the popularity and the liberalization of mobile telecommunication, there are more and more electronic communications products being designed and published. “Cell phones” come to be necessary in our life. As a result, cell phones also gradually become an important marketing platform besides the electronic media and the print media. Moreover, the marketing approaches and advertising techniques grow to be more diversified and more comprehensive. Thus, this study aims to explore the effects of mobile phone SMS marketing strategy.
An experimental design was adopted to investigate the influences of the different SMS media formats, message sending frequency, the way of message sending, and the type of SMS contents on the perceived usefulness and affective responses of mobile marketing. The research results showed that in the mobile marketing strategies, the SMS media formats have significant effects on perceived usefulness and the positive effects of the SMS with pictures are found to be the strongest. There is significant difference between the frequency of sending a message and the affective responses; the effects of frequent positive affective responses are lower than those of the infrequent. There is also significant difference between the way of sending a message and the affective responses; the effects of acceptable positive affective responses are higher than those of the unacceptable. Besides, the effects of acceptable negative affective responses are lower than those of the unacceptable. The conclusions and suggestions are provided as the applications and the reference of SMS marketing strategies to the advertisers, which were based on the results.
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