The Influence of Engagement on Advertising Effect and Coupon Redeeming Behavior of Mobile Advergames

• Main Authors: Wen Li-Mei, 文麗美
• Other Authors: Shu-Fang Liu, Ph.D.
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/63352204148014837853

碩士 === 國立高雄應用科技大學 === 國際企業研究所 === 103 === Abstract Mobile marketing prevailed over the world because of the smart phone developing in recent years. Lots of companys designed exclusive brand and product’s App to deliver information to customer by interacting with customer，it is called “advergames”. The definition of “engagement degree” in this study means the interaction degree between users and technology device of 3C. The experiments in this thesis are designed by engagement degree of advergames (high engagement/low engagement) as the independent variable, and the identity alignment as the moderator, 197 subjects are tested in the empirical process and analyszed the influence of engagement on advertising effect and coupon redeeming behavior of mobile advergames. Infering caused due to the presence of the subject's reasoning established brand image caused by the experimental subject, most of the results of this study are inconsistent with the expectations and hypothesis. The results demonstrate that advertising effect in low engagement of advergames is better than in high engagement and increases the coupon redeeming behavior. In addition, the influence of identity alignment to the advertising effect respectively significant if consider low engagement advgames match high identity alignment between advgames and users , but it is not significant Those results will be applied to the mobile advertising campaign and strategies management for firms.