The Influence Of Mobile Advertising Involvement, Advertising Attitude, And Purchase Intention On Corporate Performance
| Autor: | Li, Tilung, 李迪龍 |
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| Rok vydání: | 2012 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 100 With mobile telecommunication technology and wireless network greatly developing day by day, the mobile telephone is not just a mobile telephone.In recent years, the upsurge of the intelligent cell-phone makes the mobile terminal equipment become the new tool which transmits advertising information gradually and leading the advertisement stride into field of the new developing media.The mobile advertising obviously becomes a new way of marketing. We begin to find presenting of mobile advertising is more and more frequent in this new media which press close to consumers every day. In view of above-mentioned, this studying probes into how is the users’ accepting degree on mobile advertising; what attitude users think about to this new developing media “the mobile advertising”; what factors impel users to buy product from mobile advertising; whether the degree of involving into mobile advertising will interfere in the cognition of mobile advertising to the users, and then influence user's attitude for mobile advertising .Besides, whether the purchase intention of users will influence on enterprise performance of mobile advertising, such as the market share, the growth of earning profit and so on. At first, setting up studying hypothesis by reviewing the Relevant documents of mobile advertising and technology acceptance model. Furthermore, the study probes into the influences of the information and interactions of mobile advertising, perceived usefulness, perceived ease of use and the advertising attitude on purchasing intention respectively and then probes into the influence of purchasing intention on an enterprise's performance. Studying data collection by questionnaire, the research objects concerning questionnaire have included the public consumers and the enterprise marketing sales mainly. The total questionnaire included by retrieving the effective sample of 358 from public consumer's questionnaires and the effective samples of 239 from enterprise marketing sales. The main conclusions are under-mentioned : first of all, the information and interactions of mobile advertising have positive influence on perceived usefulness and perceived ease of use.And the degree of involving into mobile advertising not only has the influence between the information of mobile advertising and perceived but also has influence between the information of mobile advertising and perceived ease of use ; the degree of involving into mobile advertising not only has the influence between the interactions of mobile advertising and perceived but also has influence between the interactions of mobile advertising and perceived ease of use.And then the perceived usefulness and the perceived ease of use of mobile advertising have positive influence on the attitudes of mobile advertising ; the attitudes of mobile advertising have positive influence on the consumers’ product purchasing intention.Finally, as for enterprise, the consumers’ product purchasing intention has the positive influence on the enterprise business performance. According to the results of analysis, it could not only offer the developing tactics of mobile advertising service and the whole marketing directions of extending the mobile advertising service to the advertisement dealers but also offer the index to the following researchers who study on the mobile advertising. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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