Effect of Mobile Advertising Content and Dissemination Technique on Consumer Attitudes and Intention Toward Mobile Advertising
碩士 === 萬能科技大學 === 經營管理研究所 === 105 === Since the smart mobile devices increase the penetration in the market, it brings a vast effect of human’s life. The mobile devices have the characteristics of customization, synchronicity and location-based. So when the mobile devices become an advertising mediu...
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ndltd-TW-105VNU004570012017-01-15T04:05:25Z http://ndltd.ncl.edu.tw/handle/89427836119497728731 Effect of Mobile Advertising Content and Dissemination Technique on Consumer Attitudes and Intention Toward Mobile Advertising 行動廣告內容與發送形式對消費者的態度及行為意圖之影響 VU VAN HIEU 武文孝 碩士 萬能科技大學 經營管理研究所 105 Since the smart mobile devices increase the penetration in the market, it brings a vast effect of human’s life. The mobile devices have the characteristics of customization, synchronicity and location-based. So when the mobile devices become an advertising medium, it would be more easier to attach the consumers than other advertising medium. Therefore, the mobile advertising is growing vigorously in the recent years. This study was to investigate consumer attitudes and behavior of mobile ad intentions by way of theoretical and empirical. The main purpose of this study includes: the consumers’ attitude toward advertising to the content, location-based , and test relationships in attitudinal and behavioral models. Sun,Ya-Chung 孫衙聰 2017 學位論文 ; thesis 70 zh-TW |
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碩士 === 萬能科技大學 === 經營管理研究所 === 105 === Since the smart mobile devices increase the penetration in the market, it brings a vast effect of human’s life. The mobile devices have the characteristics of customization, synchronicity and location-based. So when the mobile devices become an advertising medium, it would be more easier to attach the consumers than other advertising medium. Therefore, the mobile advertising is growing vigorously in the recent years.
This study was to investigate consumer attitudes and behavior of mobile ad intentions by way of theoretical and empirical. The main purpose of this study includes: the consumers’ attitude toward advertising to the content, location-based , and test relationships in attitudinal and behavioral models.
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Sun,Ya-Chung |
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Sun,Ya-Chung VU VAN HIEU 武文孝 |
author |
VU VAN HIEU 武文孝 |
spellingShingle |
VU VAN HIEU 武文孝 Effect of Mobile Advertising Content and Dissemination Technique on Consumer Attitudes and Intention Toward Mobile Advertising |
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VU VAN HIEU |
title |
Effect of Mobile Advertising Content and Dissemination Technique on Consumer Attitudes and Intention Toward Mobile Advertising |
title_short |
Effect of Mobile Advertising Content and Dissemination Technique on Consumer Attitudes and Intention Toward Mobile Advertising |
title_full |
Effect of Mobile Advertising Content and Dissemination Technique on Consumer Attitudes and Intention Toward Mobile Advertising |
title_fullStr |
Effect of Mobile Advertising Content and Dissemination Technique on Consumer Attitudes and Intention Toward Mobile Advertising |
title_full_unstemmed |
Effect of Mobile Advertising Content and Dissemination Technique on Consumer Attitudes and Intention Toward Mobile Advertising |
title_sort |
effect of mobile advertising content and dissemination technique on consumer attitudes and intention toward mobile advertising |
publishDate |
2017 |
url |
http://ndltd.ncl.edu.tw/handle/89427836119497728731 |
work_keys_str_mv |
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