Influences of Personalization and Placement of Mobile Advertisement on Advertisement Effect

• Main Authors: Huang,Hong-Qing, 黃鴻慶
• Other Authors: Hsu,Chiung-Wen
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/16084545110185403482

碩士 === 國立高雄應用科技大學 === 資訊管理系碩士在職專班 === 105 === As the popularity of smartphones, personal computers are no longer the only internet access, the proportion of using smartphones to surf the web is getting higher and higher. The multimedia ads appearing on the webpage are becoming more and more diverse, especially the pop-up ads, which is one of the commonly used advertising presentations used by advertisers. This study takes the pop-up ads shown on the smartphone webpage as the starting point, to explore the impact of personalized ads and different ad placements on smartphone users’ advertising effect, and to examine the moderating effect caused by webpage involvement and product involvement. The experimental method used in this study is to establish a virtual webpage to test the subjects. Before test the subjects have to enter their names or nicknames. There are six news and three pop-up ads in the test page. News content is related to life and food, and the ads chooses the home appliances with lower brand awareness, using coffee machine as the main content of the pop-up ads. Personalization is manipulated by using the subject’s name in the ads; the ad placement is manipulated by popping up on home page or content page. In this study, a total of 296 questionnaires were collected. The results showed that: 1. Personalized pop-up ads were better than non-personalized pop-up ads on ads attitude, ads recall and ads recognition. 2. Whether the pop-up ads were placed on home page or content page, there was no significant effect on ads attitude, ads recall and ads recognition. 3. When the degree of webpage involvement is high, the personalized ads has no significant effect on ads attitude, ads recall and ads recognition. When the degree of webpage involvement is low, the personalized ads have a significant effect on ads attitude, ads recall and ads recognition. 4. When the degree of product involvement is high, the personalized ads have a significant effect on ads attitude, ads recall and ads recognition. When the degree of product involvement is low, the personalized ads have no significant effect on ads attitude and ads recall, but have a significant effect on ads recognition.