| Summary: | 碩士 === 國立高雄第一科技大學 === 運籌管理系企業管理碩士班 === 105 === In this study, we explore the impact of mobile advertising characteristics on consumers’ advertising attitude and mobile advertising effect, and present the result to enterprises who are using mobile advertising to market their brands or products as a reference.
Therefore, the study, using the experimental method to explore the impact of mobile advertising characteristics on consumers’ advertising attitude and mobile advertising effect. There are four different kinds of questionnaire designed by two factors: low irritation with low interactivity, low irritation with high interactivity, high irritation with low interactivity and high irritation with high interactivity.
The experimental results show that while the interactivity is low, the mobile advertising which irritation is low has a better consumers’ advertising attitude then the higher one; while the interactivity is high, the mobile advertising which irritation is high has a better consumers’ advertising attitude then the lower one. The impact of consumers’ advertising attitudes on brand attitudes is significant. The influence of consumers’ advertising attitude on mobile advertising effect are listed: click-through > gather relevant information > read > share. While consumers’ technology readiness are low, the mobile advertising which irritation is low has a better consumers’ advertising attitude then the higher one; the mobile advertising which interactivity is high has a better consumers’ advertising attitude then the lower one. While consumers’ technology readiness are high, the mobile advertising which irritation is high has a better consumers’ advertising attitude then the lower one; the mobile advertising which interactivity is high has a better consumers’ advertising attitude then the lower one.
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