An Examination of the Relationship among SMS Interactivity, Quality of the Information Attitudes and Intention-Using SMS as and Example

• Main Authors: Shen-Yu Chen, 陳申祐
• Other Authors: Min-Li Hung
• Format: Others
• Language: zh-TW
• Published: 101
• Online Access: http://ndltd.ncl.edu.tw/handle/07108778476291273096

碩士 === 南台科技大學 === 資訊傳播系 === 100 === Thanks to the advances in mobile technology, Multimedia Message Service (MMS) has become one of the major applications among message services, in addition to Short Messaging Service (SMS) which is commonly used by the public. In the previous era, only simple text can be transmitted. But now, service of mobile advisement message transmits multimedia messages such as picture, image, and voice. All these boost development of mobile advisement. Cell phone plays an important role as a tool for people to obtain messages. Since users of cell phones are usually in a state of moving, Location-Based Service (LBS) has become a focus for value-added mobile handsets, M-commerce is exactly one of such services. Also because of interactivity, quality, and attitude are closely related to purchase of cell phone advisement, the researcher conducted explorative empirical research on interactivity, quality of information service system, user attitude, and purchase intension, by taking SMS as research topic and integrating Theory of Reasoned Action (TRA) to investigate the effect of cell phone users on mobile message advisement and interactivity and quality of information service of cell phone advisement on purchase intention in users’ attitude. It is hoped that the finding of this research can serve as reference for providers of related mobile service and advisements in activity of marketing. This research recycled 355 questionnaires from subjects. The results shows that interactivity and quality of information service system are influential to users’ attitude, while users’ attitude is not significantly influential to purchase intension, which is different from previous results of other researches. This research also proposes suggestions for future researches and hopefully these may serve as foundation for related research on mobile message advisement and reference for promotion of mobile advisement.