Title page for etd-0705113-180432


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URN etd-0705113-180432
Author Chun Liu
Author's Email Address No Public.
Statistics This thesis had been viewed 5341 times. Download 108 times.
Department Information Management
Year 2012
Semester 2
Degree Master
Type of Document
Language English
Title Research on Location-Based Mobile Advertising Design
Date of Defense 2013-07-09
Page Count 89
Keyword
  • Intention to adopt App
  • Message credibility
  • Transaction utility
  • Perceived convenience
  • Mobile advertising
  • Advertising design
  • Attitude toward advertising
  • Abstract With the advance of smart phone and communication technology, location-based advertising (LBA) is an emerging advertising model. LBA combine the concept of location-based and provide local information to consumers. In advertising design, this advertising model is different to traditional advertising. Advertisers need to choice the information they really want to present because the screen of smart phone is limited. This study investigates some Apps which provide location-based advertising, and then we combine SoLoMo into LBA. We use different designs of advertising to understand consumers’ preference and cognition. Our research purpose is to understand perceived convenience, transaction utility, and message credibility in different advertising designs. And then explore the effect of these three cognitions to attitude toward advertising and intention to adopt App.
    Our research results are: (1) For distance presentation, address plus time has higher perceived convenience than only address. (2) Provide discount has higher transaction utility than no provide discount. (3) Perceived convenience, transaction utility, and message credibility will positively affect attitude toward advertising and intention to adopt. (4) Attitude toward mobile advertising is an important mediator in this model. Research contribution is when we use different advertising design, consumer will have different cognition and then will influence attitude toward advertising and intention to adopt. This research also provides advertisers some suggestion to advertising design.
    Advisory Committee
  • Shih-Chieh Hsu - chair
  • Her-Sen Doong - co-chair
  • Hsiang-Chu Lai - advisor
  • Files
  • etd-0705113-180432.pdf
  • Indicate in-campus at 5 year and off-campus access at 5 year.
    Date of Submission 2013-08-05

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