Future Time Perspective in Mobile Advertising Effect:A Study of the Elderly
| Autor: | Kao, Tzu-Han, 高子涵 |
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| Rok vydání: | 2015 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 104 In the ageing society and the digital age, the penetration rate of mobile device of elderly has increased by year, driving rapid growth of mobile advertising. An experiment with a 2 (future time perspective: expansive vs. limited) x 2 (social goal: knowledge vs. emotionally meaningful goal) x 2 (social partner: vs. new friends vs. family) three factors between-subject design was conducted to see if the compatibility among future time perspective, social goal and social partner could affect ad recall, ad attitude and purchase intention. The results revealed a series of interactions among future time perspective, social goal and social partner including 1) a two-way interaction between future time perspective and social goal on advertising effect; (2) a two-way interaction between future time perspective and social partner on advertising effect; (3) a three-way interaction among future time perspective, social goal and social partner on advertising effect. These findings suggested that the importance of compatibility among these variables in increasing advertising effect. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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