| Summary: | 碩士 === 國立高雄第一科技大學 === 資訊管理研究所 === 103 === In recent years, advances in science and technology with the Internet and the prevalence, nowadays advertising marketing and traditional advertising presented in different ways, you can simply read the latest news very convenient browsing through the device easy action. Therefore, this study takes mobile advertisement-LINE official account as the main object of study, this study implement elaboration likelihood model of combining consumption value investigate whether there is shopping intentions after the consumer receives push mode of shopping advertisement,the influence purchase intention through perceived usefulness and advertisement attitude,and takes information processing as an interference variable.
In order to test the proposed model and hypotheses, in order accurate detection of this study the reliability and validity, there are 326 questionnaires were collected,a total of 214 valid questionnaires. This study the results found confirmed after, argument quality shopping ads and source credibility will affect the perceived usefulness and advertisement attitude, and influence consumer''s purchase intention. In addition, Information processing for argument quality and perceived usefulness wasn''t a regulatory effect, while the source credibility and advertising attitudes was not regulate affect. In other words,when consumers shopping,because of information processing extent affected the level of argument quality shopping ads and perceived usefulness and of source credibility and advertising attitude.
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