The Advertisement Effect of Mobile Advertisement Type and Product Type

碩士 === 國立臺北大學 === 企業管理學系 === 101 === The project of this research is to examine the advertisement effect of product type (Utilitarian Product vs. Hedonic Product) and advertisement type of mobile (permission-based advertising vs. incentive-based advertising vs. location-based advertising). This re...

Full description

Bibliographic Details
Main Authors:	Ni, Yun-Ya, 倪筠雅
Other Authors:	Chiu, Kuang-Hui
Format:	Others
Language:	zh-TW
Published:	2013
Online Access:	http://ndltd.ncl.edu.tw/handle/59994181508621502550

id	ndltd-TW-101NTPU0121114
record_format	oai_dc
spelling	ndltd-TW-101NTPU01211142015-10-13T22:07:39Z http://ndltd.ncl.edu.tw/handle/59994181508621502550 The Advertisement Effect of Mobile Advertisement Type and Product Type 行動廣告類型與產品類別對廣告效果之影響 Ni, Yun-Ya 倪筠雅碩士國立臺北大學企業管理學系 101 The project of this research is to examine the advertisement effect of product type (Utilitarian Product vs. Hedonic Product) and advertisement type of mobile (permission-based advertising vs. incentive-based advertising vs. location-based advertising). This research conducts a 2x3 between-subject experiment design. Results show that: (1) Utilitarian Product has better advertisement effect than Hedonic Product with permission-based advertising. (2) incentive-based advertising and location-based advertising have better advertisement effect than permission-based advertising with Hedonic Product. Chiu, Kuang-Hui 邱光輝 2013 學位論文 ; thesis 58 zh-TW
collection	NDLTD
language	zh-TW
format	Others
sources	NDLTD
description	碩士 === 國立臺北大學 === 企業管理學系 === 101 === The project of this research is to examine the advertisement effect of product type (Utilitarian Product vs. Hedonic Product) and advertisement type of mobile (permission-based advertising vs. incentive-based advertising vs. location-based advertising). This research conducts a 2x3 between-subject experiment design. Results show that: (1) Utilitarian Product has better advertisement effect than Hedonic Product with permission-based advertising. (2) incentive-based advertising and location-based advertising have better advertisement effect than permission-based advertising with Hedonic Product.
author2	Chiu, Kuang-Hui
author_facet	Chiu, Kuang-Hui Ni, Yun-Ya 倪筠雅
author	Ni, Yun-Ya 倪筠雅
spellingShingle	Ni, Yun-Ya 倪筠雅 The Advertisement Effect of Mobile Advertisement Type and Product Type
author_sort	Ni, Yun-Ya
title	The Advertisement Effect of Mobile Advertisement Type and Product Type
title_short	The Advertisement Effect of Mobile Advertisement Type and Product Type
title_full	The Advertisement Effect of Mobile Advertisement Type and Product Type
title_fullStr	The Advertisement Effect of Mobile Advertisement Type and Product Type
title_full_unstemmed	The Advertisement Effect of Mobile Advertisement Type and Product Type
title_sort	advertisement effect of mobile advertisement type and product type
publishDate	2013
url	http://ndltd.ncl.edu.tw/handle/59994181508621502550
work_keys_str_mv	AT niyunya theadvertisementeffectofmobileadvertisementtypeandproducttype AT níyúnyǎ theadvertisementeffectofmobileadvertisementtypeandproducttype AT niyunya xíngdòngguǎnggàolèixíngyǔchǎnpǐnlèibiéduìguǎnggàoxiàoguǒzhīyǐngxiǎng AT níyúnyǎ xíngdòngguǎnggàolèixíngyǔchǎnpǐnlèibiéduìguǎnggàoxiàoguǒzhīyǐngxiǎng AT niyunya advertisementeffectofmobileadvertisementtypeandproducttype AT níyúnyǎ advertisementeffectofmobileadvertisementtypeandproducttype
_version_	1718074243251437568

The Advertisement Effect of Mobile Advertisement Type and Product Type

Similar Items