The Advertisement Effect of Mobile Advertisement Type and Product Type
碩士 === 國立臺北大學 === 企業管理學系 === 101 === The project of this research is to examine the advertisement effect of product type (Utilitarian Product vs. Hedonic Product) and advertisement type of mobile (permission-based advertising vs. incentive-based advertising vs. location-based advertising). This re...
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Other Authors: | |
Format: | Others |
Language: | zh-TW |
Published: |
2013
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Online Access: | http://ndltd.ncl.edu.tw/handle/59994181508621502550 |
Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 101 === The project of this research is to examine the advertisement effect of product type (Utilitarian Product vs. Hedonic Product) and advertisement type of mobile (permission-based advertising vs. incentive-based advertising vs. location-based advertising). This research conducts a 2x3 between-subject experiment design. Results show that: (1) Utilitarian Product has better advertisement effect than Hedonic Product with permission-based advertising. (2) incentive-based advertising and location-based advertising have better advertisement effect than permission-based advertising with Hedonic Product.
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