| Summary: | 碩士 === 國立中興大學 === 科技管理研究所 === 99 === In this decade, advertisements starting show up in your mobile phone. With the growth of penetration of mobile phone, mobile advertising became an important marketing tool.
Except traditional mobile messaging advertisement such as SMS, MMS, as the development of mobile internet, we also can see some advertising banner pop-up through the webpage using mobile internet, or the branded applications in your smart phone. This research aims to design an experiment to investigate the factors that influence the mobile phone users’ attitudes and intention to respond, intention to purchase advertisement product. The results of the experiment indicate that (1) consumers perceived different perceptions within mobile messaging, mobile web, mobile video and TV, mobile applications advertisements (2) there is a direct relationship between consumer attitudes and intention to response mobile advertisement and intention to purchase advertisement product.
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