An Exploratory Study on Consumer Attitude toward Mobile APP Advertising

• Main Authors: LIN,WEN-CHI, 林文祺
• Other Authors: 林維國
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/27886920592078321345

碩士 === 輔仁大學 === 大眾傳播學研究所碩士在職專班 === 101 === In recent years, the services pertaining to mobile applications have been evolving at an unprecedented speed. According to a 2010 research report published by the renowned institute Morgan Stanley, it is predicted that the number of the population accessing to the Internet via mobile devices will be exceeding the number of those getting online via non-mobile devices in 2014. NCC also announced that the number of 3G mobile subscribers had significantly increased to 5.77 million by the end of November 2011. Based on the report released by the Institute for Information Industry in March 2011, 32.2% of mobile online users had downloaded apps from a mobile software marketplace. Therefore, this study is designed to explore how enterprise owners and advertising companies should operate and react while facing such a huge APP market. This study intends to discuss different attitudes consumers hold while encountering various APP-related scenarios, carriers and payment packages. By discovering a comprehensive picture of consumers’ attitudes, further discussion is made on the factors having effect on consumers’ preferences for APP mobile advertisements. The results obtained in this study can serve as a reference for the mobile advertising industry so that it is able to friendly and precisely attract target audience under different scenarios and deliver better marketing messages to users in the future followed by fulfilling advertisers’ expectations. The directions of this study define and cover the four dimensions below. (1) What are the attitudes of consumers towards receiving APP mobile advertisements under different APP-related scenarios? (2) What are the effects of paid APPs and free APPs on consumers’ attitudes towards receiving APP mobile advertisements? (3) Do different carriers used by consumers affect their attitudes towards receiving APP mobile advertisements? (4) What are consumers’ intentions towards receiving APP mobile advertisements? A questionnaire survey was conducted to collect related information. The statistical analysis and explanations illustrate consumers’ attitudes towards receiving APP mobile advertisements in terms of the three independent variables including APP types, payment packages and carriers. The survey and analysis of this study lead to the following findings and conclusions: 1.Generally speaking, consumers hold a negative attitude towards APP mobile advertisements. Consumers hold different attitudes towards receiving APP mobile advertisements based on different types of APPs. 2.Consumers’ attitudes differ by paid APPs and free APPs. 3.Consumers have different attitudes towards receiving APP mobile advertisements when they use different carriers. 4.Consumers’ attitude towards receiving APP mobile advertisement creates a positive effect on their intention of receiving advertisements.