Title page for etd-0708109-140710


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URN etd-0708109-140710
Author Li-kuan Liu
Author's Email Address No Public.
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Department Communications Management
Year 2008
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title A Study on the Consumer Attitudes Toward Location-based Mobile Advertising
Date of Defense 2009-06-23
Page Count 87
Keyword
  • location-based advertising
  • attitude toward advertising
  • mobile advertising
  • location-based service
  • Abstract The location-based advertising utilizes location-tracking technology to provide users commercial information according to the locations of their mobile devices. This study discussed impact factors on audience’s attitudes toward the location-based advertising. The results of the survey found that entertainment, personalization, privacy concerns, types of advertising and situational context significantly influenced on consumers’ attitudes. The results indicate some implications for future research and marketers.
    Advisory Committee
  • Ching-Ning Wang, - chair
  • Jih-Hua Wu - co-chair
  • Ya-Ching Lee - advisor
  • Files
  • etd-0708109-140710.pdf
  • indicate in-campus access in a year and off_campus not accessible
    Date of Submission 2009-07-08

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