The Impact Factors of Mobile Advertising Effectiveness: A Study of LINE Free Coins

• Main Authors: Fang-Chi Chu, 朱芳琪
• Other Authors: Chun-Hui Wu
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/rfp4rb

碩士 === 國立虎尾科技大學 === 資訊管理系碩士班 === 104 === Mobile advertising allows business to communicate with consumers anytime and anywhere. For advertisers, investigate the impacts of mobile advertising effectiveness of users is worth studying. Therefore, the study is based on advertising value model, adding interactivity to understand advertising message characteristics that impacts user''s advertising attitude and advertising value, and further discusses the impacts of user''s advertising attitude and advertising value on advertising effectiveness. The results found: (1) entertainment, credibility and interactivity of advertising message had positive impacts on the advertising value; (2) entertainment and credibility of advertising message had positive impacts on the advertising attitude; (3) irritation of mobile advertising had negative impact on the advertising value; (4) advertising value had positive impact on the advertising attitude; and (5) advertising value and advertising attitude had positive impacts on the advertising effectiveness.