The Effects of Mobile Advertising Content and Communication Effect on Mobile Purchasing Intention

• Main Authors: Chuan-Yu Yeh, 葉鵑語
• Other Authors: Ui-Rong Lu
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/83487893960196273805

碩士 === 中原大學 === 國際貿易研究所 === 101 === It is the competitive era of Smartphone in 2013 that many manufacturers keep innovate their Smartphone incessantly, mobile advertising is the best way to develop mobile commerce because of its specific characteristics, including personalization, ubiquity and localization (Facchetti et al., 2005), can convey the real-time information what customers need effectively. Due to the fact that it not only provide customers high convenience, but also create huge profits to communicate industry and advertiser, it can be said to have great and new potential in business area. Therefore, the main purpose of this study is that we identify the mobile advertising customers receive from two customer behaviors, one is that customers download the related mobile applications (APP) as well as another is that they use mobile internet or GPS to search for shopping information they need, as Permission-Based advertising and Location-Based advertising respectively to find out the relationship between mobile advertising content, which is composed with informativeness, entertainment and credibility, advertising attitude, product attitude and mobile purchasing intention. This research applies two kind of the questionnaires and 438 valid samples were collected. The data were analyzed by structural equation model analysis. The results indicate that both Permission-Based and Location-Based mobile advertising content have positive effects on advertising attitude and product attitude. After receiving the stimulation of mobile advertising content, their advertising attitude has positive effects on their mobile purchasing intention.