Permission effect to the Value of GPS-Based Mobile Advertising

• Main Authors: Ya-wen Huang, 黃雅文
• Other Authors: Huey-pyng Shyu
• Format: Others
• Language: en_US
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/26095518494645529779

碩士 === 國立高雄第一科技大學 === 運籌管理系企業管理碩士班 === 102 === Due to time-sensitive and location-sensitive nature of the mobile medium and devices, GPS technology system is used to collect consumers’ behavior data. This study examined how permission affected GPS-based mobile advertising value through advertising infotainment, irritation and credibility. There were 414 copies of valid questionnaires had been collected and analyzed. The study found while GPS-based mobile advertising was sent by consumers’ permission, among advertising infotainment, irritation, credibility and GPS-based mobile advertising value have significant differences. Advertisers should obtain consumers’ permission, which could increase consumers’ emotional link to GPS-based mobile advertising value. Advertiser should also ensure the GPS-based mobile advertising is interesting, enjoyable, humor and relevant information to catch consumer’s attention. While advertising content and source are credible, it’ll increases consumers’ confidence and pay more trust on the GPS-based mobile advertising. Though permission effect also decreases the negative imagination on the GPS-based mobile advertising value, advertisers should control the frequency of sending advertising messages to consumers.