The Influence of Media Type of Mobile Advertisement on Consumer Behavior Model

• Main Authors: Wei, Li-Fang, 魏莉芳
• Other Authors: Tseng, Chi-Hsing
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/69587328301712455083

碩士 === 國立屏東大學 === 行銷與流通管理學系碩士班 === 103 === With mobile commerce increasingly being taken seriously, consumer behavior has changed in the past the traditional consumer behavior and passive behavior as an entity to purchase: Note (Attention, A), interest (Interest, I), desire (Desire, D) and Action (Action, A) AIDA theory to Note (Attention, A), interest (Interest, I), desire (Desire, D), memory (Memory), action (Action, A) AIDMA theory. The wisdom of the era, whether AIDA, AIDMA consumer behavior, gradually enough for use in mobile commerce, advertisers or industry faces is how to increase advertising exposure challenged. Dentsu Japan has proposed AISAS (Attention, Interest, Search, Action, Share) mode of action against commercial influence, in response to consumer-driven initiative to consumer purchasing decisions behavior. Therefore, this study aimed at consumers using a mobile marketing media behavior, from the point of view of marketing operations, will design ad type to create a text ad 2X3 category, image type mobile ads, video ads as the subject of a total of six, and import AISAS theory, explore action action business communication process whether consumer behavior has changed, and product category, product purchases prior experience, product loyalty as an adjustment variable, it is desirable to provide advertisers advertising decisions on practical use. The results of this study show the type of media and consumer behavior patterns (AISAS) having a significant effect; it is to search among sex (Smartphone) than experience product (Facial foam) on mobile ad media types richness and Consumer Behavior the relationship is more significant, the previous two stages of consumer behavior, "interest, action, sharing" is significant and there are significant differences; and consumers have under the previous product loyalty, the action advertising media types on consumer behavior ( AISAS) phase are influenced by the nature, showing consumers have product loyalty action advertising media type recognition, further attention, interest, searching, and sharing of consumer behavior action stage.