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留学生论文Research Framework部分:移动广告的态度和意图 Attitude and Intention toward Mobile Advertising

时间:2017-09-18 14:18来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien
在分析研究会认为,娱乐的可信度;刺激和信息量是影响受访者对移动广告的态度的重要因素。他们以态度为因变量,将广告价值前因作为态度的影响因素。相比其他广告,个性化是互联网广告很重要。个性化可以确保游客的基于位置的服务段看到最合适和有吸引力的互联网广告和有积极的好处包括改善态度的网站购买考虑个性化因素会在移动环境下发挥。这个因素有助于进一步区分移动环境与传统媒体和网络媒体。具体而言,我建议个性化将影响受访者对移动广告的态度,除了Tsang等人提出的。图1描述了消费者对移动广告的感知框架。这五个因素将影响移动广告的态度,态度会影响基于用户的基于位置服务的意图。注意力是指在移动广告中提供信息的计划,比如在收到商店的移动广告后进入某个商店买东西。 
 
3. Research Framework
 
 
In the research the factors will be considers as that entertainment credibility; irritation and informativeness are the significant factors affecting respondents' attitudes toward mobile advertising. They use attitude as a dependent variable and consider the antecedents of advertising value as factors of attitude in their framework. (Chakraborty, Lala, & Warren, 2003)Compared to other advertisings, personalization is very important in the Internet advertising. Personalization can ensure that visitors to location based service segment are to see the most appropriate and appealing Internet advertising and have positive benefits ranging from improved attitude toward the Website to purchase consider that personalization factors will come into play in the mobile environment. This factor may help further distinguish the mobile environment from traditional and Internet media. Specifically, I propose that personalization will affect respondents' attitudes toward mobile advertising in addition to those proposed by Tsang et al. Figure 1 depicts the framework of consumer's perceptions on mobile advertising. These five factors are expected to affect mobile advertising attitude, and attitude will affect intention on using location based services in customer point of view. The attention refers to the plan of acting on the information presented in mobile advertising, such as going into a certain store to buy something after receiving a mobile advertisement from the store.
 
Location-based services (LBS) are services that utilize knowledge about where a mobile device user is located. For example, the user of a mobile smart phone could be publicized ads exact to the region the user is travelling in. Location-based services exploit any of numerous technologies for knowing where a network user is geographically positioned. associated Business Intelligence estimates that the LBS industry will account for more than 80 billion in revenue by 2020 in Europe. Most telecommunications carriers plan to pursue either network- or handset-based location fixing technologies in their networks. The technology to pinpoint a mobile phone's location is obtainable today and is of significant commercial value to businesses that want to aim their customers via mobile phones. Advertising that changes based on a user's location (LBA - Location Based Advertising) has been one of the much-talked-about capabilities of the wireless Internet, the idea being that an advertiser could reach a customer when he was most likely to buy. Opt-in possibilities could permit device users who are strolling in a shopping mall or urban area, for example, to signal their readiness for local offers. Location-based services (LBS) are services that exploit knowledge about where a mobile device user is located. For example, the user of a mobile smart phone could be shown ads precise to the region the user is travelling in. Location-based services take advantage of any of several technologies for knowing where a network user is geographically located. Allied Business Intelligence estimates that the LBS industry will account for more than 40 billion in revenue by 2006 in Europe. Most telecommunications carriers plan to pursue either network- or handset-based location fixing technologies in their networks. The technology to pinpoint a mobile phone's location is available today and is of significant commercial value to businesses that want to target their customers via mobile phones. Advertising that changes based on a user's location (LBA - Location Based Advertising) has been one of the much-talked-about capabilities of the wireless Internet, the idea being that an advertiser could reach a customer when he was most likely to buy. The advertising will be directed toward phone and PDA (personal digital assistant) users or passengers in public transport. "Wireless advertising makes the most sense when delivered contextually through media on a geo-targeted basis. Opt-in possibilities could permit device users who are strolling in a shopping mall or urban area, for example, to signal their readiness for local offers.(Kölmel & Alexakis, 2002)(责任编辑:BUG)


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