Exploring customers' attitude toward contextualized mobile advertising
| Autor: | Chia-Ying Yang, 楊佳穎 |
|---|---|
| Rok vydání: | 2015 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 103 Mobile advertising is getting popular nowadays. Advertisers invest a lot in mobile advertising. There is a great opportunity for advertisers to engage consumers. Since mobile advertising will be very different as the consumers is moving and past researches proposed a concept of contextualized, the purpose of this study is to explore customers’ attitude toward contextualized mobile advertising. We proposed three contextualized characteristics which including location, time, and weather. We explore their influence on customers’ perception toward the advertising and the relative importance between them. In addition, we investigate the influence of customers’ perception toward the advertising on customers’ attitude toward mobile advertising. The results of this study are: (1) either location-fit or time-fit mobile advertising can generate more influence on customers’ perception toward the advertising than location-misfit or time-misfit mobile advertising while weather-fit mobile advertising can generate more influence on customers’ perception of informativeness. (2) Location has the most significant influence on irritation, credibility, and entertainment while time is the most significant one to influence informativeness. (3) Customers’ attitude toward mobile advertising is influenced by their perception of informativeness, irritation, credibility, and entertainment. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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