Effect of Mobile Advertising Content and Dissemination Technique on Consumer Attitudes and Intention Toward Mobile Advertising

• Main Authors: VU VAN HIEU, 武文孝
• Other Authors: Sun,Ya-Chung
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/89427836119497728731

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.