The Effects of Mobile Advertisement Types, Content Types and Advertising Numbers on Cognitive Absorption

• Main Authors: Shao, Yen-Ting, 邵讌婷
• Other Authors: 白凢芸
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/70471830582345726645

碩士 === 國立彰化師範大學 === 企業管理學系行銷與流通管理碩士班 === 104 === With the popularization of mobile communication devices, it changed consumers’ habits of using mobile communication devices. Moreover, the pervasiveness, convenience, immediateness and traceability of mobile communication devices enable marketers or advertisers to communicate effectively with target consumers anytime and anywhere in a limited marketing budget by it. For this reason, the importance of mobile advertisements is increasing and let it be a key marketing tool for mobile marketers or advertisers to maximize the benefits. Therefore, this study aims to investigate advertisement types, content types and advertising number on messages recipients’ cognitive absorption, the effect of absorption on advertising effectiveness, and the moderation of product involvement. This study used a 2×2×2 between-subject factorial design. The samples were the females who have experience of using mobile devices. Convenience Sampling The valid samples were 420 and this brought to 80% of valid responses. The results indicate that different types of advertisement, content and advertising numbers all have a significant effect on cognitive absorption, and product involvement shows moderating effect in the relationship among content types, advertising numbers and cognitive absorption. According to the results, this study theoretically contributes new points to the application of the mobile advertising model and practically provides marketers and advertisers with influential factors for effective mobile advertising.