| Summary: | 碩士 === 銘傳大學 === 資訊管理學系碩士在職專班 === 98 === Mobile advertising not only affects people''s perception, but also gradually change their consumption behavior. The Location-based Service mobile advertising complete the provision of accurate, instant and an interactive advertising model more than SMS advertising. Therefore, this study: whether the use of location-based services than SMS ads advertising operations, night markets in Taiwan can enhance consumer acceptance in mobile advertising and the business of their use. Finally, some recommendations, results are expected to provide the service providers on the mobile advertising services can give more useful suggestions
Through the night market survey research and field surveys and interviews, was disclosed that the action simply use SMS advertising seem, not enough to meet the needs of Taiwan''s night market environment. Use of location services in the two properties, accuracy and location of, to make up for lack of SMS advertising, according to study results indicate that the introduction of Taiwan''s night market environment, mobile advertising has great potential for location-based services.
Observed through this study, night markets in Taiwan to introduce mobile ads need to (1) providing consumers with personalized advertising information, whenever and wherever appropriate to send advertisements; provide access to nearby businesses advertising information, and improve the keyword search comparison; advertising content can be combined pictures, multimedia, increased advertising and discount variety show. (2) vendors marketing for mobile marketing awareness and understanding of, and can bring the benefits of personalized ads will be sent to the hands of consumers, and provide navigation information to guide consumers get quick and accurate vendors spending; increase Interaction with consumers to enhance the visitor rate.
The study found that consumers and vendors of the night market in Taiwan mobile ads were willing to use location-based services than the SMS service. The findings provide thought and attention to the direction, in order to develop the marketing model for a new generation of application advertising.
|
|---|
