The Advertisement Effect of Mobile Advertising Appeals and Product Types
碩士 === 東吳大學 === 企業管理學系 === 103 === Since the smart mobile devices increase the penetration in the market, it brings a vast effect of human’s life. So when the mobile devices become an advertising medium, it would be easier to attach the consumers than other advertising medium. Therefore, the mobile...
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| Format: | Others |
| Language: | zh-TW |
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2015
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| Online Access: | http://ndltd.ncl.edu.tw/handle/5xedym |
| Summary: | 碩士 === 東吳大學 === 企業管理學系 === 103 === Since the smart mobile devices increase the penetration in the market, it brings a vast effect of human’s life. So when the mobile devices become an advertising medium, it would be easier to attach the consumers than other advertising medium. Therefore, the mobile advertising is growing vigorously in the recent years.
This research discuss how the different type of Mobile Advertising Appeals (Rational vs. Emotional) and different type of products (Hedonic vs. Utilitarian) influence the consumer’s advertising effectiveness, and uses the locus of control as a disturbance variable.
This research conducts a 2x2 between-subject experiment design, and collects questionnaires through the internet and paper distribution, and recycles 300 effective questionnaires. This study uses 3-way ANOVA to do data analysis by using SPSS.
The result shows that
(1) Hedonic Product has better advertisement effect than Utilitarian Product
(2) Emotional Appeals has better advertisement effect than Rational Appeals
(3) The moderating effect of locus of control is not significant.
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