Consumer Attitudes toward Mobile Advertising: Findings from In-App Ads

• Main Authors: I-Chieh Yang, 楊宜潔
• Other Authors: Hsiao-HuiWang
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/27835892770277072547

碩士 === 元智大學 === 資訊傳播學系 === 100 === The Apple App Store developed in 2008 and appealed to the Mobile App market. It created an entirely new appearance for mobile value-added service , changing the traditional operating model for mobile value-added services and completing a new App economy.As the use of smartphones and other mobile devices has become more common, types of mobile advertising have diversified. Offline mobile advertisements have developed into online mobile advertisements. This has led to numerous usage choices for advertisers (Institute for Information Industry, 2010). Chiefly basing our research structure on the advertising value proposed by Ducoffe (1996) and Brackett and Carr (2011), we explored consumers’ evaluating factors for App advertising values, as well as the core elements that influence their attitudes toward advertising on mobile news platforms while reading the news using smart phones. The results showed that information and entertainment qualities possess a significant positive influence on the evaluation of advertising value for mobile news platforms. Information qualities, credibility, and advertising value possess a significant positive influence on consumers’ attitudes toward advertising. Whether mobile advertisements provide the information required by consumers and real-time information are the most important factors. Therefore, we suggest that mobile advertising businesses focus on providing informative types of advertising and reduce the degree of interference from their advertisements. This would be beneficial to enhancing mobile advertising and marketing effects.