| Popis: |
With the advancements in mobile phone technology and the increase in consumer use of wireless devices to access the internet, there is a need to explore the inevitable effect of these factors on mobile advertising. In this project, we presented commercial content on wireless devices, designed to represent various modality combinations (text, audio, and pictures) to test hypotheses based on cognitive load theory. Results showed that modality significantly affected subjects’ perceptions toward and recall of the commercial content. However, modality did not affect perceptions of the mobile device itself, or influence behavioral intentions and attitudes toward mobile advertising on wireless devices. Behavioral intentions to use mobile devices were significantly predicted by consumer perceptions of content and of the device. Marketers can use these results to design more effective ads to be presented on mobile devices. |
