Consumer Acceptance of Application Advertisement on Mobile Devices: applying the UTAUT model

碩士 === 中國文化大學 === 新聞學系 === 102 === With the popularity of mobile devices and increasingly diverse use of apps, there are the structural changes in mobile use, markets and marketing, which create a new advertising model. However, most of the previous studies on advertising effectiveness were conducte...

Full description

Bibliographic Details
Main Authors: Chang, Ciao-Yun, 張巧筠
Other Authors: Hsu, Chen-Hsing
Format: Others
Language:zh-TW
Published: 2014
Online Access:http://ndltd.ncl.edu.tw/handle/68646904093410380496
id ndltd-TW-102PCCU0383028
record_format oai_dc
spelling ndltd-TW-102PCCU03830282015-10-13T23:37:36Z http://ndltd.ncl.edu.tw/handle/68646904093410380496 Consumer Acceptance of Application Advertisement on Mobile Devices: applying the UTAUT model 以整合科技接受模式探討消費者對行動應用程式廣告之接受度 Chang, Ciao-Yun 張巧筠 碩士 中國文化大學 新聞學系 102 With the popularity of mobile devices and increasingly diverse use of apps, there are the structural changes in mobile use, markets and marketing, which create a new advertising model. However, most of the previous studies on advertising effectiveness were conducted on the basis of the advertising theme, product content, or traditional forms of graphic performances. Promoted by “action generation”, advertising is no longer subject to the performance of a single function and content and has been infused with more applications of built-in functions. Therefore, in order to understand consumers’ acceptance of functional apps for advertising, this research is based on Venkatesh (2003), who proposed the integrated technology acceptance model. This study used "Quasi-Experimental" to experiment on the mobile device users in Taipei, aged from 13 to more than 50. Through sampling experiments on the corner, 160 valid samples were obtained. App experiments of advertising design will be divided into four scenarios: touch function, location-based services (LBS), the use of rich media and the allowed installation of third-party applications. The subjects were asked to practically use functional advertising apps and respond to experimental scales to verify consumers’ "behavioral intention" and "actual behavior”, embedded functions in the advertising apps. Then the comparative analysis was made on the basis of interrelation among individual characteristics so that the study could explore the changes in consumers’ acceptance of functional The results showed that the factors pertaining to consumers’ “Performance Expectancy”, “Effort Expectancy” and “Facilitating Conditions” have significant positive impacts on their behavioral intention of using advertising apps. On the other hand, the “Social Influence” is not a major factor. In addition, there is a significant positive relationship between consumers’ behavioral intention and their actual behavior, which can be affected by their age and experience. It is obvious that the proper use of functions can surely change consumers’ awareness and acceptance of advertising apps. Meanwhile, the empirical results of this study can help the future app software vendors and advertisers to develop functional advertising design. Hsu, Chen-Hsing 徐振興 2014 學位論文 ; thesis 134 zh-TW
collection NDLTD
language zh-TW
format Others
sources NDLTD
description 碩士 === 中國文化大學 === 新聞學系 === 102 === With the popularity of mobile devices and increasingly diverse use of apps, there are the structural changes in mobile use, markets and marketing, which create a new advertising model. However, most of the previous studies on advertising effectiveness were conducted on the basis of the advertising theme, product content, or traditional forms of graphic performances. Promoted by “action generation”, advertising is no longer subject to the performance of a single function and content and has been infused with more applications of built-in functions. Therefore, in order to understand consumers’ acceptance of functional apps for advertising, this research is based on Venkatesh (2003), who proposed the integrated technology acceptance model. This study used "Quasi-Experimental" to experiment on the mobile device users in Taipei, aged from 13 to more than 50. Through sampling experiments on the corner, 160 valid samples were obtained. App experiments of advertising design will be divided into four scenarios: touch function, location-based services (LBS), the use of rich media and the allowed installation of third-party applications. The subjects were asked to practically use functional advertising apps and respond to experimental scales to verify consumers’ "behavioral intention" and "actual behavior”, embedded functions in the advertising apps. Then the comparative analysis was made on the basis of interrelation among individual characteristics so that the study could explore the changes in consumers’ acceptance of functional The results showed that the factors pertaining to consumers’ “Performance Expectancy”, “Effort Expectancy” and “Facilitating Conditions” have significant positive impacts on their behavioral intention of using advertising apps. On the other hand, the “Social Influence” is not a major factor. In addition, there is a significant positive relationship between consumers’ behavioral intention and their actual behavior, which can be affected by their age and experience. It is obvious that the proper use of functions can surely change consumers’ awareness and acceptance of advertising apps. Meanwhile, the empirical results of this study can help the future app software vendors and advertisers to develop functional advertising design.
author2 Hsu, Chen-Hsing
author_facet Hsu, Chen-Hsing
Chang, Ciao-Yun
張巧筠
author Chang, Ciao-Yun
張巧筠
spellingShingle Chang, Ciao-Yun
張巧筠
Consumer Acceptance of Application Advertisement on Mobile Devices: applying the UTAUT model
author_sort Chang, Ciao-Yun
title Consumer Acceptance of Application Advertisement on Mobile Devices: applying the UTAUT model
title_short Consumer Acceptance of Application Advertisement on Mobile Devices: applying the UTAUT model
title_full Consumer Acceptance of Application Advertisement on Mobile Devices: applying the UTAUT model
title_fullStr Consumer Acceptance of Application Advertisement on Mobile Devices: applying the UTAUT model
title_full_unstemmed Consumer Acceptance of Application Advertisement on Mobile Devices: applying the UTAUT model
title_sort consumer acceptance of application advertisement on mobile devices: applying the utaut model
publishDate 2014
url http://ndltd.ncl.edu.tw/handle/68646904093410380496
work_keys_str_mv AT changciaoyun consumeracceptanceofapplicationadvertisementonmobiledevicesapplyingtheutautmodel
AT zhāngqiǎoyún consumeracceptanceofapplicationadvertisementonmobiledevicesapplyingtheutautmodel
AT changciaoyun yǐzhěnghékējìjiēshòumóshìtàntǎoxiāofèizhěduìxíngdòngyīngyòngchéngshìguǎnggàozhījiēshòudù
AT zhāngqiǎoyún yǐzhěnghékējìjiēshòumóshìtàntǎoxiāofèizhěduìxíngdòngyīngyòngchéngshìguǎnggàozhījiēshòudù
_version_ 1718086818510929920