지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술대회자료
- 저자정보
- 발행연도
- 2011.4
- 수록면
- 151 - 163 (13page)
이용수
초록· 키워드
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Mobile advertising is one of the most exciting new frontiers in interactive advertising and the emerging as a promising advertising channel, since it not only allows companies to send personalized offers regardless of time and space boundaries but also evolve as they migrate from PCs to mobile devices. The high penetration rate of mobile phones has resulted in the increasing use of handheld devices to deliver advertisements for products and service through Short Message Service(SMS), Multimedia Messaging Service(MMS), mobile applications, mobile websites and web banner as well mobile TV, which channel for advertising is called mobile advertising.
The objective of this study is to examine the factors influencing consumers’attitude towards mobile advertising and their intention to use mobile advertisement for consuming in the background of the Chinese unique characteristics and culture. We observed the role of prior permission, experience and incentive unlike previous studies, in addition to the existing research result advocating the positive effect of informativeness, entertainment, credibility and irritation of the mobile advertisement’s content and form.
According to the survey and statistical analysis, we illustrate mobile advertising considerations and outlines advertising opportunities for mobile devices, from the perspective of established interactive advertising in China.
The objective of this study is to examine the factors influencing consumers’attitude towards mobile advertising and their intention to use mobile advertisement for consuming in the background of the Chinese unique characteristics and culture. We observed the role of prior permission, experience and incentive unlike previous studies, in addition to the existing research result advocating the positive effect of informativeness, entertainment, credibility and irritation of the mobile advertisement’s content and form.
According to the survey and statistical analysis, we illustrate mobile advertising considerations and outlines advertising opportunities for mobile devices, from the perspective of established interactive advertising in China.
목차
Abstract
1. Introduction
2．Literature review
3．Research Hypotheses and Model
4．Empirical Analysis
5．Conclusion
〈References〉
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