English  |  正體中文  |  简体中文  |  Items with full text/Total items : 43312/67235
Visitors : 2077404      Online Users : 2
RC Version 5.0 © Powered By DSPACE, MIT. Enhanced by NTU/NCHU Library IR team.

Please use this identifier to cite or link to this item: http://nchuir.lib.nchu.edu.tw/handle/309270000/131230

標題: Consumer attitudes and interactive digital advertising
作者: Cheng, J.M.S.;Blankson, C.;Wang, E.S.T.;Chen, L.S.L.
王世澤
關鍵字: m-commerce;internet;web;communication;determinants;antecedents;online;brand;model
日期: 2009
Issue Date: 2012-12-07 16:20:40 (UTC+8)
關連: International Journal of Advertising, Volume 28, Issue 3, Page(s) 501-525.
摘要: This research examines consumer attitudes towards four SUb-types of interactive digital advertising: internet-based e-and email advertising, and mobile-phone-based SMS- and MMS-type advertising. The differences in attitudes among these four sub-types of interactive digital advertising are also compared. Data are collected from three universities in Taiwan. Data analysis extracts three attitudinal forms (common factors) towards interactive digital advertising, namely, 'informative', 'entertaining' and 'irritating'. Consumer attitudinal forms towards e-advertising and MMS-type m-advertising are both similar and positive (i.e. informative and less irritating and entertaining). Their attitudinal forms towards email advertising and SMS-type in-advertising are less positive (more irritating and less informative and entertaining). Furthermore, the three attitudinal forms towards the four SUb-types of interactive digital advertising are compared. Consumer 'informative' and 'entertaining' attitudinal forms towards e-advertising and MMS-type m-advertising are similar, while their attitudinal forms towards email advertising and SMS-type m-advertising are equal and lower than towards the previous two sub-types of interactive digital advertising. As for the 'irritating' attitudinal form, consumers feel more 'irritated' towards email advertising and SMS-type m-advertising, while their attitudinal forms towards e-advertising and MMS-type m-advertising are equal and less irritated.
Relation: International Journal of Advertising
Appears in Collections:[依教師分類] 王世澤
[依資料類型分類] 期刊論文

loading Web of Knowledge data....

Files in This Item:

File SizeFormat
index.html0KbHTML436View/Open


 


學術資源

著作權聲明

本網站為收錄中興大學學術著作及學術產出,已積極向著作權人取得全文授權,並盡力防止侵害著作權人之權益。如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員,將盡速為您處理。

本網站之數位內容為國立中興大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用。

聯絡網站維護人員:wyhuang@nchu.edu.tw,04-22840290 # 412。

DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU/NCHU Library IR team Copyright ©   - Feedback