消費者對手機廣告的態度 : 北京、上海、廣州的實證研究

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消費者對手機廣告的態度 : 北京、上海、廣州的實證研究

 

Author: 沈少艾
Shen, Shao'ai
Title: 消費者對手機廣告的態度 : 北京、上海、廣州的實證研究
Xiao fei zhe dui shou ji guang gao de tai du : Beijing, Shanghai, Guangzhou de shi zheng yan jiu
Consumer attitudes toward mobile advertising : an empirical study in Beijing, Shanghai and Guangzhou
Degree: D.Mgt.
Year: 2008
Subject: Hong Kong Polytechnic University -- Dissertations.
Cellular telephone advertising.
Department: Graduate School of Business
Pages: xiii, 130 leaves : ill., charts ; 30 cm.
Language: Chinese
InnoPac Record: http://library.polyu.edu.hk/record=b2291140
URI: http://theses.lib.polyu.edu.hk/handle/200/5321
Abstract: Mobile advertising has become an emerging communication channel with the rapid growth of mobile phone ownership and usage in the 21st century. Although mobile advertising is a new marketing medium compared with traditional advertising and Internet advertising, it has become popular due to its special features: ubiquity, time-sensitive, personalization and interactivity. It is often referred as the 5th medium after newspaper, radio, television and the internet. By the end of 2007, the number of Chinese mobile consumers reached 547 million and the use of Short Message Service (SMS) is so far one of the most influential and impressive types of mobile advertising in China. Based on the Theory of Reasoned Action, this study investigates major factors contributing to the intention of reading mobile advertising, with attitude as the mediator. Survey data were collected from 900 consumers in Beijing, Shanghai and Guangzhou. Attributes of SMS advertisements which include informativeness, entertainment, credibility, and irritation; general attitude toward Ad and perceived risk are proposed as the antecedents of attitude toward mobile Ad. Demographic characteristics are added to the research model as control variables. The major findings are: 1. Chinese consumers have negative attitudes towards SMS advertisements. 2. Informativeness, entertainment, credibility, irritation; and general attitude toward advertising exhibit main effects on attitude. Entertainment exerts the most impact while perceived risk has no significant effect on attitude. 3. The mediating role of attitude toward SMS ads between the independent variables and the intention to read SMS ads is verified. 4. Gender, age and education are significantly related to consumers' attitude toward SMS ads. The main contributions of this research are threefold. First, the theory of Chinese consumer behavior is enriched and the findings provide reference for further study on consumers' attitude toward other types of mobile Ad. Second, this research could help mobile operators, mobile Ad service Providers and mobile Ad agencies accurately understand consumers' preference. Third, this research lays foundation for enterprises to promote wireless marketing by utilizing the platform of "the 5th medium".

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