The Influences of Mobile Advertising Format on Advertising Effects

• Main Authors: Chen-An Huang, 黃正安
• Other Authors: Ching-Chang Lee
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/09114315455036134099

碩士 === 國立高雄第一科技大學 === 資訊管理所 === 96 === With the advancement of mobile technology, multimedia message service (MMS) has become the major application of messaging service. MMS includes multimedia objects (images, audio, video, rich text) and provides a new channel for marketing activities. The main purpose of this study includes: 1.Explore the effects of advertisement of different representation formats; 2.Explore the effects of advertisement of different representation formats in different product categories. The present research adopts a complete random design and test-retest strategy to investigate the relationship between the format of mobile advertisement and the category of ad product, using the concept of virtual direct experience, task-representation fit model, and richness media theory. Research results indicate that： (1) the format of mobile advertising will influence advertising effects, (2) better advertising effects will be acquired when search goods are represented in text-only format, (3) better advertising effects will be acquired when experiential goods or mechanical products are represented in richness media format.