淡江大學機構典藏:Item 987654321/64954
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    題名: Consumer attitudes and interactive digital advertising
    作者: Cheng, Julian Ming-sung;Blankson, Charles;Wang, Edward Shih-Tse;Chen, Lily Shui-Lien
    貢獻者: 淡江大學管理科學學系
    日期: 2009-07
    上傳時間: 2011-10-20 16:13:29 (UTC+8)
    出版者: Oxfordshire: World Advertising Research Center Ltd.
    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 m-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.
    關聯: International Journal of Advertising 28(3), pp.501-525
    DOI: 10.2501/S0265048709200710
    顯示於類別:[管理科學學系暨研究所] 期刊論文

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