Antecedents and Consequences of Mobile Advertising - An Example of Convenience Store

• Main Authors: Xiao-wen Huang, 黃筱文
• Other Authors: Yen-ting Chiu
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/67702884043077892682

碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 102 === This study is about the attitude of the convenience store mobile advertising research. Brand trust and brand image are important factors to influence users’ behavior. In this study, brand trust and brand image are conceptualized as antecedents, to investigate consumers’ willingness to buy through price promotion of the situational advertising and to clarify the direct or indirect impact on the relationship between brand trust, brand image and willingness to buy. We took Facebook and PTT as our samples, and 480 effective questionnaires were retrieved. In terms of data analysis, structural equation modeling verifies the hypotheses. This study concludes the following major findings. First, in the mobile advertising, brand image can positively influence advertising attitude to generate consumers’ willingness to buy through brand trust. Second, brand image does not positively influence advertising attitude, and brand image and brand trust are not direct influence to consumers’ willingness to buy. Finally, this study presents theoretical implications, research limitations and suggestions for future research.