The effect of advertisement source, advertisement appeal and information seeking on advertisement by using mobile media

• Main Authors: Chia-Yun Li, 李家芸
• Other Authors: Pi-Chung Han
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/34712146395168638124

碩士 === 義守大學 === 管理研究所碩士班 === 95 === The technology nowadays is developed fast, marketers have a lot different choices for communication tools. Marketers need to understand tool’s characteristics more and get know what kind of consumer they approach. Although using mobile phone is popular in Taiwan, to receive advertisement by this media is under-research and under-discussed. This study attempts to invesgate the effects of advertisement source (network users or official company), advertisement appeal (rational or emotional) and information seeking way (active or passive) on advertisement and uses the involvement of mobile phone as an intervening variable. Two hundred and ninty two graduate and undergraduate students participated in the experiment. The experimental results showed that: (1) The influence of official company on advertisement was more significant than net work users. (2) When the advertisement was made by network users, the influence of rational appeal on advertisement effect was more significant than emotional appeal. (3) The influence of the way consumer seeking information on advertisement effect was not significant. (4) After seeing the experiment advertisement, the high-involvement mobile phone users had more purchase intention and action then the low-involvement.