Mobile Advertising Influence Factor toward Consumer Purchase Intention

Autor: Zeng, Wei-Zhe, 曾偉哲
Rok vydání: 2015
Druh dokumentu: 學位論文 ; thesis
Popis: 103
In pace with technological progress and emergence of smartphones, mobile advertisements become more diversified. the advertising messages can pass to consumers by mobile network transfer; but most of them are be loathed by consumers, this result let the mobile advertisements ineffective on marketing, so this study want to find the key factor which consumer choice of mobile ads and further explore how to effectively benefit through mobile ads. This study used questionnaires, we were obtained 349 questionnaires from the consumers who is in touch with mobile ads, and use the SPSS 22.0 statistical software for statistical analysis and verification, The results showed that cognitive mobile advertising content have positive effect from “personal information”, “the credibility of information” and “consumer feedback” for “advertising value”, and we found the “advertising value” and “privacy” for “using the attitude”, “using the attitude” for “adopt intention”, and “adopt intention” for “purchase intention” also have positive effect. After that we presents recommendations are based on the analysis result from studies, for advertising industry understand the preferences thoroughly to upgrade the effect of effect of mobile advertising, for instance, Information credibility must be clear to avoid being questioned, consumers can get benefit from browse ads, the consumer’s information of privacy have to be protect. Establish a good relationship with customers. Making the advertising become a product to sell and inducing people browse mobile ads in such a way habitually. The recommendations for future research can in-depth discussion the part of advertising provider with advertising company, and making the mobile ads become a more effective marketing channels.
Databáze: Networked Digital Library of Theses & Dissertations
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