Ringback Tone Advertising: Consumer’s Attitude and Intention to Adopt.

• Main Authors: Yu-Jou Liu, 劉郁柔
• Other Authors: Huang, Heng chiang
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/08442797471135426700

碩士 === 國立臺灣大學 === 國際企業學研究所 === 98 === The rapid growth of the use of mobile phone, not only makes the communication between people much more easily, but also creates a new marketing medium for marketers. Compared to traditional marketing channels like newspaper, TV, and e-mail, the mobile marketing has those advantages : the mobile marketing can communicate with consumers one by one without time or location barriers , and it is much more interactive than other channels . The mobile marketing is one of latest marketing issues, and it has raised considerable interest as mobile technology has advanced. Therefore, the paper focuses on one of mobile marketing service –Ring back tone advertising service. The purpose and method of this study are: First, based on the Theory of Reasoned Action (TRA), we investigate the factors that affect the intention and attitude of consumers to join the ring back tone advertising service. Second, we used questionnaire method and LISREL to analysis the model. Final, we tried to find out the factors which influence consumer’s intention and attitude toward ring back tone advertising service most. The age of the subjects in this research was mostly under 28 years old (89%), and most of the subjects were students (59%). And the conclusions of this research are: (1)The construct which influences consumer’s intention toward ring back tone advertising service most is consumer’s attitude .(2) The factors which influence consumer’s attitude most are the content of advertisement and individualism. (3) The factor which influences the content of advertisement most is entertainment.